Ask people if they think of themselves as a good writer, and they’ll likely say no.
Sure, some of us are technically better than others – but your experience level shouldn’t stop you from being able to connect with your customers, either through Facebook ads, sales letters or even emails.
And here’s the truth… most people are scarred by mediocre grades on their high school essays.
Our formative years were a whirlwind of grammar lessons and spelling tests. And while academic writing may not have been your area of expertise, it doesn’t mean you can’t effectively communicate with your customers.
The beauty of marketing language is that it takes on a conversational tone. Your readers appreciate when you seem like a real person (as opposed to, you know, a fake one.)
Take actor Louis C.K. for example. Emailing his subscribers, he begins with:
Hi. This is Louie. It seriously is me. Im even going to leave the O stuipdly capatalized because who would pay an intern to do that??
There’s a certain beauty to that opening that appears completely unintentional. It’s as if he just sat at his computer and wrote without care – as is evidenced by the slew of spelling errors throughout.
I’m sure his high school English teacher would have a different opinion, but his emails are marketing gold.
His casual tone and unconventional style are a breath of fresh air in a world of stiff, “professionally” written content.
And it’s not just that email… this is his regular gig:
Seeing as this email goes out to about a quarter of a million people, the odds that all of them are having a terrific day are very low. I would say at least thirty two thousand four hundred and sixty two of you are just having the worst day ever. The kind of day where, when someone smiles at you, you really want to punch them right in their stupid mouth. And here now youre getting an annoying email from that comedian you used to like, but enough already with that guy anyway. Well, in any case…. Hello. To all of you.
It’s easy for your customers to get their back up when they feel like you’re about to sell them a pitch. But when you approach each contact as a casual conversation, it forces them to put their guard down.
Conversing with your customer gives them a sense of honesty about you. You seem genuinely interested in getting to know them and that’s what will build trust.
It’s also an excellent way to get your foot in the door.
Here’s What You Can Do to Easily Write Great Marketing Content:
1. Don’t Get Caught Up in “the Rules”
Grammar, punctuation, spelling… don’t get caught up in the formalities. This is where people begin to doubt their abilities, and leaves them running scared. Look… your goal isn’t to please your English teach anymore. Quit overthinking, start writing, and let your spell checker do the rest.
2. Speak Out Loud as You Type to Catch Any Errors.
Much of your marketing content will be conversational. So it only makes sense to converse with yourself as you go. By doing this, you’ll not only pick up on errors (every time you stumble, that’s a clear sign you need to fix your sentence), but you’ll also have a more efficient work flow.
3. Put Some Personality into it to Increase Sales and Strength Customer Loyalty.
Putting personality into your marketing humanizes you. It allows customers to get acquainted with you, and more importantly, builds their trust.Customers attach themselves to brands. Once the connection is made, that’s who they’ll continue to buy from.
4. Don’t Know What to Write? Get Personal.
Disclaimer: Don’t put your entire life’s story into your marketing. But! If you’re looking for inspiration, draw from personal experiences. Customers love a good story. This is a great way to make connections, and draw their interest.
5. Make Reading Your Content Worthwhile by Providing Free Advice.
You’re the authority in your niche, use that to your advantage and theirs. Offer free advice, and tricks to make their lives easier. You can even draw on your own mistakes as a “what not to do” approach to save them a hassle. Again, this allows them to get to know you. It also provides value to them in reading what you have to say.
6. Don’t Break a Sweat with Long Drawn Out Content.
Here’s a big weight of your shoulders – less is more. You don’t need to stress over words counts. Write short, punchy sentences and keep every thing concise. This is going to create less work for you, and prevent your readers from being bored to tears.
By following these 6 steps, a couple things are going to happen…
First and foremost, your life is going to get a whole lot easier. You don’t need fancy marketing material to drive sales. You’ll have an easier time getting words on the page when you relax, and write as if you were speaking to your customers in person.
Also, your customers are going to enjoy reading your content. Remember how boring essays were to read? Fancy academic rules may have put a less than satisfactory grade on your report card. But by showing personality in your writing, you’ll build trust and allow customers to connect with you. This is what will keep them buying from you faithfully for a long time to come.
As of this moment, I want you to let go of the disappointment you felt on essays past. Forget the boring grammar lessons, and stressful spelling tests from years ago.
Simply sit down, and write what comes to mind. Before you know it, you’ll have created your own piece of marketing gold.
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