written by john c ashworth
Most marketing is missing one of the most significant and important ingredients of life itself…
Before you sit down to write your next sales letter, produce your next newsletter, or craft your next radio or television spot, ask yourself whether or not you are really speaking to the hearts of those you desire as customers. And if for some reason, you feel you can’t do this, because your product, service and business don’t resonate with you in this way, then it might just be time to go back to the drawing board.
Remember, people buy things for emotional, not logical reasons. When you ignore this, and your marketing and sales efforts lack the intimate ability to tug gently on people’s heart strings, you and your marketing and sales efforts lose – every time. You also miss an intimate opportunity to connect with people in ways that make life that much more fulfilling.
When I was running my fitness business back in the mid-2000s, middle-aged women would come to me for personal training and coaching because they felt as if I was speaking directly to them in my marketing. This is what they told me when they arrived. This is what you must find a way to do in your own business.
The only way to make that happen is to love your prospects and customers. I mean really love them. Show them you care. Reveal to them why you care. Show them you understand.
In order to write strong copy and to create powerful marketing campaigns that drive profitable response, you MUST get to know your prospects and customers as intimately as you possibly can.
You must know them so well that they are real to you. You can see them. You can define them. You can describe them perfectly. You can speak to them as if they were standing right there with you.
When you can know your prospects and customers and court them in this manner, your copywriting and marketing will sing to them in ways they’re not used to and in ways that will make them feel they know you, like you and trust you; and they will begin responding to the offers you’re making them.
When you can foster this kind of connection with your tribe of readers, prospects, customers, and colleagues you will begin to gain a level of influence that is not only powerful in its ability to help you grow your business, but also in its ability to help you create a business that is not only more profitable, but a lot more fulfilling for you and everyone else who comes in contact with YOU each day.