When a business owner decides to write to their customers, he or she draws from what they know best. And the writing style they use may be the one learned when they were probably least interested in writing about anything: in high school.
Was "What I did on My Summer Vacation" your last successful creative writing effort? Or was it perhaps the lone essay on your final senior exam, the one that came after all those multiple-choice questions? If so, you may feel challenged.
If you don't feel qualified writing to your customer, hiring a professional copywriter may be the right choice for you. But if you decide this is something you want to do, make sure you get into a relaxed state of mind before you start. Don't get stuck on the rules of grammar or put all your attention on what sounds proper.
Think about the voice of a direct mail piece that successfully sold something to you. I'm talking about the one that made you feel you had to have that new kitchen tool, health supplement or book that would change your life. What was so special about the writing? Was the grammar perfect? Was it formal English? Was it enjoyable to read?
My guess is it was like having a conversation with someone you could sit down with and have coffee. They spoke to you using words and phrases you understood. It felt natural. The grammar was not necessarily perfect, but it didn't take your attention off what you were reading. You felt as if someone you liked was speaking to you.
If you want to reach someone successfully, you need to get a real image of that person sitting across from you. You need to write as if you were talking to them directly. Smile while writing as if they were listening and enjoying the conversation. The more natural that conversation feels, the better you will do in reaching your prospect.
Given a choice, people buy from someone they like. If you write or speak to them as a friend, you will be much more successful.
How can you do that? First, get a real picture of the person you are addressing. What are their likes and dislikes? What benefits will they get from what you are selling? Look at what you are offering. What about your offer would excite them? How would they benefit from any new features? What about your product or service excites you?
Once you've figured that out, it's time to start writing to your prospect. Don't worry about grammar or the rules, just carry on a conversation. Anticipate questions they might have and answer them. Be as convincing as possible and write until you are certain that you have them sold. That's when you ask for the order.
Have you been successful? Read it when you're done to see how it appeals to you. Ask someone you trust to be brutally honest to read your letter. Edit as necessary but make sure you don't lose the conversational tone to your letter.
The more your prospect feels you understand them and that you are talking directly to them, the more likely they are to read and respond positively. After all, it is far better to have a grammatical error or two and sound friendly and natural than to be perfect and sound like a bored high schooler.
Albert Saxon is president of Saxon Marketing, Indian Orchard, MA.
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