How to Write a Great Promotion by Marketing to One Person at a Time
I know – you need a whole lot more than one customer. And you can’t write a separate letter to every single one of them when you don’t know who is going to read your ads or visit your website.
I’m talking about the fact that just one person at a time will read your message. And the fact that as much as you’d like to, you cannot write an effective message by trying to interest the entire population. You simply cannot send a message that will appeal equally to a 19 year old and his Grandma – or even his Dad.
So the first step in sending an effective message is to narrow your audience. Choose an age group or an interest group. Choose a geographic group or a gender group. And then break that down even farther, until you can “see” a member of your target audience.
Even if your product or service will appeal to different groups, it will appeal for different reasons. So think about all the people you know and select one friend or acquaintance who fits the group you’ve chosen.
Next, take the time to really think about that person. What worries him? What motivates her? What causes excitement and happy anticipation? Think about the income, life priorities, obligations and problems that person has. Try to get inside his or her head and mentally go through his or her day.
Now think about how your product or service is going to either solve a problem or add pleasure to that day. Think of the obvious ways and the small ways.
Next, keeping a mental picture of the person you chose, begin talking about your product or service just the way you would if you were sitting visiting over a cup of coffee. Pretend that it isn’t even your product or service, but something you’ve found to be of value.
Unless you want to use a recorder, you’ll have to “talk” on paper. Otherwise, you’re apt to lose the good words you come up with. Keep talking until you’ve exhausted all the benefits this product or service will bring to your friend. These are the reasons why he or she should buy your product or use your service.
Now you’re ready to distill those thoughts by picking out the benefits that will be most important to this person. Once you’ve chosen those major benefits, you can begin writing your ad and your headline around them. You can bring in the smaller points, of course, but only if they support the big picture that you’re trying to paint.
Remember, your message will be read by just one person at a time, so write to just one person and maintain a conversational tone. Keep your focus on the benefits that will most appeal to that one person – and avoid phrases like “all of you” or “many of you.”
And… if you decide that writing your own promotions isn’t much fun, get in touch! I do think it’s fun.
Posted: May 11th, 2010 under advertising, copywriting, marketing, reaching prospects, sales letter, small business marketing.
Tags: advertising, effective marketing, email marketing, marketing, marketing copy, small business