There a Friendly Voice in the House?
by: Rick Beneteau
Monday morning boot-up and in floods a weekend's worth of hype and hysteria.
A quick survey of email Subjects and opening lines and not one interests
me enough to lay down my first cup of hot Java on my desk. Delete, delete,
We're all getting very tired of the spam and scam and those of us on the
leading edge of Internet Marketing are pioneering innovative ways to bring
our wares to the attention of the ever-growing population of netizens.
I want to address what I feel is an issue just as fundamental as these
new methods of online marketing, and that is, once we have "landed
a prospect" in front of our email letter, classified ad or website
- what exactly is it are we projecting in our pitch.
I can tell you from
a quick glance of the latest crop of spam, a few applied some of the "laws"
as taught by the master marketers - addressing the benefits/"what's
in it for me?" (get rich quick will never die I'm afraid) and a couple
had quasi-clever Subjects/lead-ins, but not a single letter contained
one iota of something just as important. There wasn't a Friendly Voice
in the House!
In my first published
article "The Unwritten Law of You" I wrote about the importance
of making people feel "right at home" in your business website.
Here, I am simply stretching that concept a bit further into rolling out
the welcome mat in every piece of marketing material you put out. Very
few ads, spam letters, autoresponses or websites have that magical power
to command my attention. That could admittedly be my disenchantment with
the barrage of promotional trash of late, but all the more reason to stick
out from the crowd with some down-home "humanness".
As human beings, we
all not only need, but also crave personal attention and friendship. I
cannot stress enough that there is always a Living Breathing Person at
the receiving end of your Internet calling cards. And people are most
likely to do business with a warm body than a cold fish.
So, do you think it
would make a difference if you projected YOUR friendliness in YOUR copy?
You bet it would! But what if you're not a Robin Hood and more like Atilla
the Hun? What if you couldn't project a nice-guy (girl) image if your
life depended on it? Friendliness can't be forced, so hire somebody to
do the job for you. It must feel natural and genuine (you better have
a similar body at the customer service end as well).
For the majority of
us who are the "person next door" types, simply write your copy
as if you are speaking to your mother or best friend. Warning though -
sweet is good, but syrup is not on the menu. If it feels like you are
forcing your friendliness, then you probably are. Revisit the process
until it comes naturally to you. As with all crafts, this will come more
easily with practice.
A closing thought.
As Internet Marketing pioneers, we become obsessed with such things as
"hits" and "sales to hits" ratios. But we must remember
that we are "hitting" on human beings that are no different
than we are and it is just our nature to gravitate to the good trust the
worthy. Projecting friendliness is the first step in the process.
The quicker I can
make a person feel at home with me, the sooner I will close the sale and
make a new friend.
And after all, isn't
that the name of the game?
more articles by Rick Beneteau
marketing articles by Other Authors
for New Subjects
to use this article?
You may freely reproduce this article for use on the internet or
for your training materials as long as credit is given to the author
and the above author description and contact information (including
links or web addresses) are included.