Speak to One Person with your Copy and You’ll Speak to Many

This week’s marketing tip is to make sure that your copywriting sounds like it’s from a person to a person. Sounds simple enough, right? Often entrepreneurs speak to their “target audience”, making potential clients feel like numbers rather than individuals.

You can’t keep your copy “somewhat general” and still appeal to your audience. Stop trying to do that–it doesn’t work. Speak to one person, specifically, and you’ll paradoxically speak to many.

Your copy doesn’t need to be too detailed; remember, the point is to get someone to TAKE ACTION. If they can get every single detail without calling you, they will be satisfied that they know enough and they won’t call. Giving too much detail can be as harmful as not giving enough.

If you’re skilled at writing compelling copy, go for it.  After all, you know more about your business than anyone else. Chances are, though, that you’re good at YOUR business, and copywriters are good at THEIRS. Hiring a skilled copywriter can make an enormous difference. Make sure you read examples of their work. It will help you quickly understand if they are a good fit for you and your business.

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