Who are you generally addressing your messages to?

by Arzak
7 replies
My prospects are typically a mix of business owner(s) and other decision makers, so I've been addressing both on my landing pages (e.g. "...business owner or decision-maker"). I've always thought it was kinda clunky and it's bothering me lol. Who do you guys address?

I'm thinking of cutting it down to one or the other, probably decision-maker as a catch-all. Or should I keep it how it is?

What do you think?
#addressing #generally #messages
  • Profile picture of the author Jason Kanigan
    Originally Posted by Arzak View Post

    My prospects are typically a mix of business owner(s) and other decision makers, so I've been addressing both on my landing pages (e.g. "...business owner or decision-maker"). I've always thought it was kinda clunky and it's bothering me lol. Who do you guys address?

    I'm thinking of cutting it down to one or the other, probably decision-maker as a catch-all. Or should I keep it how it is?

    What do you think?
    Remove it entirely. Speak directly to the reader like you were speaking to another person sitting next to you. The purpose of your copy is to attract your target and repel everyone else.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Jason Kanigan View Post

      Remove it entirely. Speak directly to the reader like you were speaking to another person sitting next to you. The purpose of your copy is to attract your target and repel everyone else.
      I agree, of course. But here's why you want to avoid addressing the offer to someone...they are not.

      Because they will instantly think this offer isn't for them.

      But if you address it generally enough, they will "fill in the blanks", and insert themselves in the copy.

      Assume that the owner or decision maker is reading the offer. And talk as though you are talking directly to them, not the entire mailing list.
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  • Profile picture of the author SlfMastery
    What about just saying "you?"

    Ex. Do You Want To Fire Your SEO Guy And Start Capturing Leads Withing 48 Hours, Guaranteed?"

    "You" speaks to whoever is reading it, business owner or advertising executive.
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  • Profile picture of the author torstenm
    I second the answers from Jason and SlfMastery. Just use 'you' and address your audience like you are talking to a person sitting right in front of you.
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  • Profile picture of the author Arzak
    Okay, makes sense! I'll use "if you" instead of "if you're a blah blah". Everything else I'm already pretending it's a 1 on 1 conversation. But what about mentioning "other business owners/decision makers"? Or could I just say, "other businesses"?
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  • Profile picture of the author Matt Lee
    You shouldn't be contacting any business unless you know you you should be talking to. You can't start a relationship with the business, that's just an entity on paper. Your relationship starts with the owner. Always find out the owner's name first.
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