May 31 2009
Enthusiastic Marketing
2 situations in one week got me thinking about an ingredient in convincing that we do not often hear about. In the 1st event, a talented copywriter asked for feedback on a letter he planned to send to members of the local Chamber of Commerce that he’d just joined.
It contained all of the ingredients an advertising letter should have, in the right proportions and in the right places – apart from one. The tone was distant and impersonal. Unavoidably, the reader would be conscious the writer was attempting to make a sale, not trying to help out new pals and by doing this, to make a sale.
In the second situation, a lady in my copywriting coaching program showed me a mail she sent to a businessman who was searching for a ghostwriter for a collection of religious stories. She opened with a paragraph on the power of stories and made further rapport by discussing involvements that would show how in tune she was with the essence of the project. From starting to end, the second letter showed a sincere wish to join with its audience. This letter swayed because it seemed to make a connection. A 3rd event came to mind as I continued to contemplate the component the 2nd letter had the first letter lacked. Three or 4 years back, a private coach asked me to check his site, and I told him he had done a masterful job of coming across as different from all of the other coaches whose sites I had looked at. His site breathed with uniqueness and life, as few sites do. So when another coach or specialist asked how it might be feasible to position himself as particular in such a crowded industry, I would have liked to refer him to the site that had impressed me so much. But when I returned to look, the site had modified. The wording now had a slick, remote veneer. Instead of sincere passion and business confidence, the site projected a self-conscious and rather formulaic try to attract training patrons. ‘Uh-oh,’ I announced to myself. ‘He’s been knocked off center.
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