Now that’s a question…

You’ve heard me talk about the importance of getting your marketing message right, and about how important it is to have the right offer going out to the right prospects, to maximise your probability of making a sale.

But even getting this part right is only the start. You now come to the part where you have to communicate that message in a compelling way, which encourages the reader to read all of your message. So they WANT to read on about how your product or service will enhance their lives or make their business run more smoothly.

So how easy is it to get this message across?

One of my new clients recently asked me about writing the copy for a sales letter he wanted to send out.

“I have no idea how to write copy,” he said. “Do I need to get a copywriter to write it for me?”

There are two ways I could have answered this question…

I could have said:

“Yes, you can pay a copywriter to write your sales message. The important thing to remember is to find one with direct sales writing experience, who you feel comfortable talking to…”

Or I could have said:

“You don’t need to pay a copywriter, you can write this yourself. If you can sell to your existing clients, you can write what you need to attract more of the same kind of clients as you already have…”

Which one do you think was right?

They both are.

Hmmm.

At school I failed my English Language O-Level the first time I took it, and barely scraped a pass the second time round. I never considered myself to be good at writing – which I guess is why I went into engineering.

But one thing I learnt as I got involved in direct response marketing is that successful campaigns are all about resonating with your prospects. If you appeal in the right way to the right prospects, you can’t help but attract more business.

There is a “secret” to writing which has held me in good stead for nearly 12 years. It’s simply this…

… write how you would talk to someone.

That’s it, just write “conversationally.” Simply imagine you are talking to someone over the ‘phone and write down the conversation you have with them.

It makes sense when you think about it.

Okay, reality check – I’m not talking about being able to write a bestselling novel and I’m not talking about creating all kinds of documents full of technical information. What I am talking about is creating a sales message which readers find easy (and hopefully compelling) to read. One which hits the mark when it addresses the “want” or “need” they have. [More on this another time]

If you can talk to someone you can write.

Want me to give you an example?

While I’m writing this weeks blog, I’m sitting at my desk in the study. The desk is an old oak writing desk, with a red checked table cloth draped over the top. The sort of pastel check pattern I remember my Granny having on her tea-towels (made famous by Grannies everywhere I’m sure!).

Just to the left of me on the end of the table is a hamster cage, about 18 inches in diameter, with a green base with a clear plastic top.

I can see Hammy [the Hamster] sleeping inside, his chest moving in quick steady breaths while he is snuggled down in the shredded paper strips – see I do recycle – we use as bedding.

He has light brown fur with white patches down his chest and under his tummy, and there are two dark splodges either side of his head, just below each ear.

But something which is unusual about Hammy is that sprayed on his back, in a bright blue ink, is the number 2.

Okay, so what was the point of that?

My point is simple. You now have an image of Hammy. How he looks, the environment he lives in, the fact he is currently fast asleep, but that unusually he has a bright blue number two sprayed onto the fur of his back.

I created this image in your mind in five short paragraphs, which took me all of 3 minutes to write. I simply wrote about what I can see.

All I did was imagine I was talking to you on the ‘phone, and then wrote what I said to you.

This same principle holds true when you want to write about your products or service. Just think about how you describe what you do when you talk to someone. Try and imagine having the conversation with them.

Once you know who your target prospects are and the true benefits of what you offer, then the mechanics of creating a compelling message are easy.

So back to the two answers to my clients question…

Yes, you can write your own message using the technique I have outlined. Once you get going, it’s not nearly as difficult as you might think.

But if you really don’t feel you have the ability to write yourself, you can employ a professional copywriter. There are many good ones out there, but I strongly recommend you look at writers who have direct response experience…

… it is my experience that not all writers are created equal.

Choose one who you feel comfortable with, who you feel you can talk to and who can pick up on your conversational style. It is this style which is important, especially as clients come to know you when they deal with your business.

Now, onwards…

… to your success!

Jez

P.S. Before you set the RSPCA on to me, I did make up the bit about the blue “number 2″ – but it stuck in your mind didn’t it?