"The Vital Importance of Y-O-U: How The Third Line of Stupid "Knock-Knock" Jokes Can Put More Money In Your "Pocket" by David Garfinkel
It cuts across all forms of personal communication: writing copy; speaking; face-to-face selling; chit-chat at the grocery store; even lookin' for love at the local saloon.
It's the need to put yourself in the story. To shed anonymity. To let people know who YOU are.
It's powerful.
When you don't do it, you're weak; and most people writing copy leave this part out. O shame! O missed opportunity! O self-sacrifice!
Because putting personal information in your copy, the right way, will add tremendous power to your copy and...
... increase your response rate and profitability by a wide, wide margin.
On Friday I was recording an exciting new product here in the San Francisco studio, with Working Solo guru Terri Lonier, who was in town from New York. I'll tell you more about it later this fall.
One section of our new product, naturally, was about copywriting. We were discussing how important it is in a sales letter to introduce yourself and at least summarize your relevant credentials early on in your copy.
Terri and I both shook our heads as we remembered all the Web sites we have seen that don't appear to be run by, or connected to, people. There's no mention of any human on them anywhere.
Of course I'm reluctant to do business with any company like that, unless someone I know and trust can vouch for this faceless, nameless entity.
Yes, we live in a very impersonal world. But no, we don't sell or buy that way.
People buy from people. It's always been that way; and there's a very good chance it will continue to be that way stretching out into the future, as far as the eye can see.
Now, to put this in perspective, your copy is not, and never should be, all about you.
Because it's all about your customer. And what you have to offer can do for your customer.
But remember... as your prospective customer is reading your copy, he or she will come to say (silently or out loud): "Who's saying all this stuff to me? Who are they, anyway? Why should I believe them? What gives them the right to say these things?"
That's real. You may not like it; you may not even believe it, yet.
But suppose for a moment that it were true, and introducing the person or people behind the business really would help your copy increase its results.
What would you say? How would you say it? How would you make it seem conversational, authentic, relevant?
The correct answers to those questions will put you in a higher tax bracket. And make your customers much more comfortable doing business with you.
You. Yes, you. Y-O-U!
David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin's Big Seminar Series and Carl Galletti's Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.
David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to “eradicate copywriting illiteracy in the world.” Jay Conrad Levinson, author of the world’s best selling series of marketing books, Guerrilla Marketing, says, “David Garfinkel is the best copywriter I know.” Sign up for David’s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David’s World Copywriting Blog:
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