Call Readers By Title to Get in Their World
I know you love your readers. But you have to admit, they are a
bit self-centered. Rightfully so since after all, they’re the
ones holding the cash. And it’s your job to create products and
services that are worthy of their decision to give you that
dough. Here’s the catch: You have to focus on their needs and
only on their needs to let them know it’s OK to place an order.
The solution: Feed into their self-centeredness.
One way to do that is to list all of the “hats” your customer
wears. One of my favorite writers, Bob Bly, always lists who his
product or service is for. Here’s an example:
Who should attend this seminar on product liability?
– product managers
– research and development clerks
– in-house legal associates
The list can be as long as you like. But make sure your target
audience is well represented whenever you’re offering a product
or service. That way, they’ll ask the question, “Why would I,
being a product manager, want to be interested in this
And that’s what good copy is all about, answering the next
question. We know the first question already,
“What’s in it for me?”
By listing the titles of your customers you’re answering the
question, “Why would you think I’d be interested in what you
have to offer?” It’s not limiting. It’s actually liberating –
liberating enough to shake the money tree and send some sales
Here are some ways to put more of the reader into your copy.
1. Replace the word “You” with the reader’s title – sometimes.
Notice how I gave myself an out with “sometimes.” We know
the word “you” is a very powerful word in copy and it doesn’t
paint us into a corner. It can also be a bit too general when
you’re trying to create a voice that makes the reader feel like
you’re sitting right there. Here’s an example of the you/title
Use: That’s why small business owners need this kind of
Instead of: That’s why you need this kind of information.
2. Use the reader’s title in your headlines.
Ease into this technique by placing titles either within or
above your main headlines. It lets the people who first view
your site to know you’re in their world.
Here’s a variation on a headline I used recently:
“Hey Writers, Speakers, Coaches, Small Business Owners and
Editors – Your Search for a Definitive Source on How to Write
E-mail Newsletters is Now OVER! Here’s Why . . .”
3. List titles in the body of your sales letter copy.
After you’ve described your product or service, let your readers
in on how it will help them make money in their particular niche
in the business world. Here’s an example:
Sprightly widgets are often used by:
Widget managers – for the safe installation of sockets and
International brokers – for hassle-free export to manufacturers
in the Asia-Pacific region
Widget engineers – as a backup for unmounted widgets
By using this example you’ve not only placed your product or
service in the reader’s world, but you’ve told him how he can
use it to make his job easier.
Lisa Sparks, author of “Power Words: How to Write Ezines that Increase Your Sales,” has more than 13 years of experience in journalism, copywriting and marketing. Sign up for her ezine, a $197 per year value, at no cost by visiting http://www.integritywriting.com.