Identifying with your audience?

by alanaj

Posted: 16 years ago 9 replies

COPY WRITING

Hi All,

I'm rewriting my sales copy. I printed the Critique Checklist and am making changes accordingly. Thank you to everyone who contributed to the list.

I'm stuck on one thing. I'm unsure if I should include my personal experience (tactfully and in limited words) in the sales copy. I've read conflicting information on this matter and would like your opinions.

Will my personal experience serve as credentials and possibly convince my customers that I can identify with their situation, therefore qualifying me to produce a thorough solution/product? Or would it hurt?

Many thanks in advance.

#audience #identifying

AustinLadyTam 16 years ago

I think you should weave your story into the sales copy if you've got a compelling story that pertains to your product, or a compelling angle. People LOVE reading stories! Story-based copy sells. Go for it.
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- alanaj 16 years ago
  
  Thanks so much AustinLadyTam - I was leaning 80/20 for including the information. This is very helpful!
  
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  Bill Jeffels 16 years ago
  
  If your story is good use it.
  
  Your potential customer wants to buy from someone that's already accomplished what prospects problem is.
  
  So, if you've already figured out the solution to their problem by your experiences then they will be able to relate to you. They may even see themselves in your story.
  
  Good luck,
  
  Bill
  
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alanaj 16 years ago

Bill & Danny - Thanks for your feedback! I appreciaite you taking the time to help me.

@Danny - No get rich quick schemes up my sleeves
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- Daniel Scott 16 years ago
  
  Originally Posted by Paul McQuillan
  
  When you write the story do not think about
  'will this sell more'. Be sincere, then start moving
  to the selling part.
  
  With all due respect... gotta disagree with you here Paul.
  
  Advertisers make up stories every day.
  
  And not just online copywriters...
  
  Politicians... insurance companies... infomercial guys... and many more use stories to move product.
  
  If your story does resonate with your target audience then sure... be sincere.
  
  But in my experience it's *very* rare for a client to have a story that will resonate with their target market 100%.
  
  Think of it like one of those Hollywood "based on a true story" movies.
  
  There's always bits that are chopped out... or added later... purely to keep the flow of the story happening.
  
  100% real stories tend to be confusing and boring. A good storyteller knows what to play up... and what to leave out.
  
  -Dan
  
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alanaj 16 years ago

Thanks Paul - I don't want/plan to be elaborate with the story telling. Just enough to convey that I know what I'm talking about.
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RentItNow 16 years ago

If your story relates to your target's internal monologue, do it. Remember the product is ultimately about them, not you. But any good story can achieve that, not just yours. I would def. include a story though.
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MillionDollarCopy 16 years ago

Definitely use a story if you have a good one. A good story will suck the reader right in. Once they're in, it's important to make it relevant to THEM.

Everyone has their own opinion on what works and what doesn't with copy. With the exception of some stuff that you just don't want to go anywhere near (ie: talking down or patronizing your readers. Hey, some people do it), don't fall in love with one thing. Study the market, and use one of the many tools you have to write to it. Let the numbers talk.

Learn a bunch of different approaches and utilize your range. Definitely don't feel like a "this works, this doesn't" attitude is needed.
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UnleashReality 16 years ago

Hey alana!!

my advice to you is to remember that your words are just a gangplank to get your reader's emotions to jump into your world. I generally use a sentence or two just straight up giving my credentials or background and then will tell a story later in the text.

Impactful is the key. If you're whizzing a longwinded story then you're going to be instilling the wrong emotions.

I also def agree with Daniel Scott about Hollywood based on a true story moments You're still telling the truth, just massaging the detail a lil so that it's relevant

But all-round I def recommend using some kind of personal big-up because it will make them dive into your world and accept what you're saying more. But don't make it longwinded because, though people often think they can't just write "I did this and that and you can too" - it actually works and you don't need to qualify yourself with a four volume autobiography in the middle of your sales page

all the best and holla if you need some help/proofreading
unleashreality
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