THE 15 MINUTE MARKETER:
5 Ways To Create Connection and Attract Lifetime Customers
With Your Writing
Whether you like to write or dread it, if you want to be a
successful and profitable business owner, you MUST be engaged
in a continuous conversation-in-writing with the kinds of
people you want to attract and keep as customers.
Writing is an essential customer relationship tool. We use
it everywhere — on our web sites, blogs, e-zines, articles
and correspondence. Well written copy is a great way to connect
with like-minded people who can become members of your “tribe”
– those who are your ideal customers and will be eager to
stay in relationship with you and participate in what you
offer.
There’s a secret to writing in a way that attracts and
keeps customers who are happy to hear from you over and over
again. You don’t need to follow all the rules (although
good spelling does count!). It’s OK to make grammatical
mistakes. You don’t even need to be a native born speaker
and writer.
The most important thing you can do is just be yourself.
After doing business with you for a year or two, there’s a
good chance that customers will move on to someone else in
your field UNLESS they perceive they have a relationship with
you. Good writing is one of the primary ways to express your
personality and individuality to lots of people at the same
time. The more you reveal deliberately chosen aspects of
yourself, the more they’ll want to stick around.
Here are a few guidelines to help you put more of YOU into
everything you write.
1. Write the way you speak.
So many people make the mistake of writing in a formal and
stilted manner. If you believe that this is the way to showcase
your expertise and give a “professional” impression, it’s time
to adjust your thinking! This approach drains the life and
personality right out of your material — it comes across as
dry and academic, with no zip or distinction to make it
memorable. Use contractions. Don’t worry about perfect grammar.
Slang and colloquial expressions are fine, too, as long as your
audience is comfortable with them. RELAX! Have fun with it!
2. Keep things short and focused.
Run-on sentences with several ideas are distracting and
confusing. You want your audience to finish reading what
you’ve written knowing exactly what you’re talking about.
Brief sentences and well focused writing is a sure fire
way to do this. Make certain each has just one subject.
Ditto your paragraphs — 4-5 sentences is a good length
to make a specific point. If you’re not sure how your writing
is being received, ask for honest feedback from people you
trust.
3. Bring in lightness and humor.
One of my favorite quotes is from actor John Cleese of Monty
Python: “Just because you’re serious doesn’t mean you have to
be solemn.”
4. Use your own life or business to illustrate the points
you’re making.
Most people feel a greater connection to an “ordinary” person
rather than an expert on a pedestal. When you share examples
that are realistic and reachable, your readers can more
easily imagine themselves using your product or service to
enhance their lives. Especially powerful are stories about
your own mistakes or shortcomings and what you’ve learned
from them.
5. Be honest and authentic.
I’m not insisting you confess all your sins or put your dirty
laundry on display. What I am suggesting is to give your
readers a peek behind the curtain at the real, imperfect
human being that you are. The more personal stuff you share,
the more connected people will feel. When I began publishing my
inspirational e-zine, “Thoughts For A Thursday” in 2001, I
discovered that I had the greatest response from readers
when I revealed my personal feelings, struggles,
frustrations, triumphs and challenges. Many have asked if
I’ve been reading their journals or tapping their phones
(http://www.sstones.com/newsletter.shtml — scroll down the
page for reader comments)! That old saying, “The personal
is universal” is powerfully true.
This week, use your 15 Marketing Mambo minutes every day to
get in the habit of writing. Pick a topic that relates to
your business or a product or service you offer. Use the five
tips above as guidelines. No pressure here — this is just
for practice. The more you write, the better you’ll get –
I promise!
Copyright 2008 by Nancy Birnbaum-Gerber
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“To be successful, you have to be able to relate to people;
they have to be satisfied with your personality to be able
to do business with you and to build a relationship with mutual
trust.”
– George Ross
