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Each little copywriting ‘word boat’ is saturated with an invisible (to you but not your readers), almost DNA like substance which betrays who you really are to everyone who reads what you write.
Eek! Kinda scarey…
So putting your best food forward for business doesn’t mean covering up nasty bits and hoping folks won’t find them. Their ’sixth sense’ tells them to avoid you or do business with you because ’substance’ leaks out from little boats to alert them to who real you is, whether you like it or not.
Rather, you fix what’s wrong in your business, align who and what you are with an honest decent direction and let that saturate all your future messages as you roll out your campaigns to win world. Then your transparency will win you friends and business… you become attractive.
Never forget when your words drop through someones letter box, email box or arrive through ether on a telephone wire folks instantly know deep in their gut whether you’re ‘real deal’ or not.
You can’t hide it - when you wrote your copy or launched into your sales pitch you filled your ‘little boat’ with who you really are, your own unique DNA … probably without even knowing it.
Think about your copywriting this way; yes you’ve got to grab attention, give other person what they want, see things from their perspective, give them benefits up front etc but when it comes to your USP and what makes YOU special, make sure your entire message is drenched in your unique, niche tailored, custom fitted, perfectly targeted USP… but it must be done with absolute honesty or they will know, they just will.
I remember years ago working for a photocopying company - I was best in whole company at getting appointments yet useless at selling them if I went on an appointment; why? Because although I’d admitted it to no one including myself at time - I hated photocopiers (they are so boring) and people could instantly tell that when I spoke about them.
On other hand I loved getting appointments for company (I secretly hoped boss would send other ‘good reps’ on calls) and that’s why I did so well at setting them, people were instantly turned on by my words down phone to them because I was passionate about lead generation.
My boats were full to to top with unique ‘Dave Alston-ness!’ and people loved it so they set appointments with me.
You also need to be special, unique, different for someone to do business with you these days because folks can so easily go somewhere else at click of a mouse - align your business with who you really should be.
Ensure every word you say, or write is filled to brim with right spirit and true integrity and allow ’sea’ to carry each ‘little boat’ directly into every single heart you target. You’ll be amazed at what happens.
Make no mistake, in these increasingly impersonal and troubled times people value enriching business ‘partnerships’ they can rely on and will give them their business. But you’ll only get them by targeting heart… and they’ll only let you in if they can instantly sense they can trust you.
People want to know you care - they’ll sense it instantly; good or bad, when your ‘word ship’ arrives whether you want them to or not. So why not examine all your words verbal and written from how your small business answers phone, your voice mails, your sales letters, autoresponder messages, right through to your web site content? Replace defective words with heart to heart communication instead.
Check if your communications really are brimming with good stuff you want others to see in your business when they get word from you. Don’t send them containers full of refuse with your good companies name on it without even realising it. The world’s got too much of it already… spam. Send out a little fleet of ‘word ships’ filled with gold to make peoples lives better instead.
That’s just one tiny copywriting secret I’ve gleaned so far from Indian Mystics. Keep your eyes peeled for next article it’s ‘The Indian Rope Trick’.
Dave Alston is the Author of 'Revealed: The Hidden Truth About Web Design' and owner of http://www.aceofwebs.com - small business web success driven by crystal clear copywriting. Subscribe to his 'Ace Tips' marketing RSS feed by copying and pasting http://www.aceofwebs.co.uk/rss/wp-rss2.php into your RSS Reader.