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Rapport Strategies

by keystothemind
8 replies
Hey
We all know the importance of generating trust and rapport with our readers and potential buyers. I know good strategies for this are pacing the readers current experience, telling personal stories which are interesting and they can relate to, and incorporating the word 'you' frequently.

How else can we go about developing a relationship or rapport with the readers of our copy? Feel free to add to the above ideas or contribute any suggestions on your mind.

Thanks, and I cannot wait to hear your replies!
Nathan Thomas.
#rapport #strategies
  • Profile picture of the author CopyMonster
    This sits in amongst the areas you have mentioned but I think copywriters will agree, language - specifically, knowing and using the words and phrases your prospect uses in their head in their thinking and in verbalising their thoughts about the topic. This is why keyword research, surveys, reviews and interviews that uncover prospects' feelings and thoughts on the issue are important if you want to improve your chances of hitting the mark.

    This is related to mirroring/matching concept in NLP. The more you walk, talk, seem like your target, the more they can relate to you and like you, the better your chances of consummating the transaction/relationship.

    Beyond the words and phrases, you can get into the tone and rhythm of that conversation prospects have with themselves or with others on the problem or place they want to get to.
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    Scary good...
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  • Profile picture of the author BrianMcLeod
    Find a common enemy and demonstrate your solidarity with the prospect by thrashing that enemy mercilessly.

    For example, in financial markets, taxes (and government) are an easy target.

    Computer security readers reserve a special place in purgatory for both malicious hackers and brain-dead users they have to support who naively install spyware and every toolbar available.

    Independent musicians rail against the "industry".

    Internet marketers like a warm cup of guru schadenfreude every night before bed.

    Find the common enemy and sling some arrows into it. Your reader will mentally cheer.

    Far too often, people try to avoid offending anyone in their copy. That's a recipe for a page full of "boring". Polarity sells... but you have to know who you're really writing to and and what they really care about in order to do it effectively.

    Brian
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    Brian McLeod
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  • Profile picture of the author BrianMcLeod
    Signature
    Brian McLeod
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    • Profile picture of the author Collette
      Listen to your market. Find out what they consider important to their lives. Uncover their true needs and desires. Truly understand where they're coming from.

      The best "empathy copy" is written from the inside-out. Far too much copy is written from the outside-in perspective of, "Listen up! I know what's good for you."

      People buy an experience, not a product.

      And yes, they can tell when you're faking it.
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  • Profile picture of the author keystothemind
    Thanks for all the responses everyone, i'll be taking the time to read those articles carefully.
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