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Talking To Your Readers
By Sally Ormond of Briar Copywriting
Writing in the third person became second nature after spending six years studying for a BA(hons)degree in English Language and Litertaure with the Open University. But now I am a copywriter that is something I've had to get over. Writing in the third person is all well and good when writing an academic paper, but it's not so great when you want to sell something. Make a connection If you want to sell someone something, you have to make a connection with them. You have to empathise, build trust and credibility. After all money's tight for most of us these days so if we're to be persuaded to part with it, we have to be sure it's the right thing to do. So many websites out there today are written in the third person. They constantly bang on about the company and how amazing it is. Guess what? Your reader really couldn't care less. If they want to know how many staff you have or what kind of car your MD drives, they'll click on the "About Us" page. Your main sales pages must talk directly to your reader. You That is a word that should feature heavily in your website copy. It may only be small, but it is very powerful. "You" shows you understand them, you've tailored your copy to them, you've put yourself in their shoes to show them how your product will make their life better. "You" involves them, you will come across as a friend rather than a salesman. Reading your website will be like sitting in a cafe and having an informal chat over a cup of tea. It creates a non-threatening sales environment. This technique should also be adopted for your other sales literature. It will help build relationships and will enable your readers to visualise their life with your product. It's such a simple thing to do everyone should be doing it. If you have a website, brochure, flyer etc., go and check it out. Which features the most "we" or "you"? Try it out, see what happens.
Sally Ormond is an international copywriter. She has been writing commercially since 2007 with her company Briar Copywriting Ltd.
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http://www.freelancecopywritersblog.com
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THanks, Sally. I am trying to take your advice to heart.
Seems like good advice as the most interesting person to me is me! So if you are talking to me about me you become interesting.
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