Three Tips for Finding Your Natural Selling Voice

A woman try to whisper or screaming

“Overused words do not work. Instead of relying on words at all, offer evidence. Offer the compelling stories — the case studies, awards, business growth, achievements — that make those adjectives unnecessary.” —Harry Beckwith

In keeping with our recent theme of “bonding with your prospect,” this week we’ll take a look at one of the hardest copywriting techniques to master, but one that will make a world of difference in your response rates — finding the ideal “selling voice.”

Finding the right selling voice is a huge part of bonding with your prospect. The more your voice resonates with him, the more he’ll trust and see you as a friend. Also, the more he’ll like you, which transforms your relationship with him and your long-term bottom line results.

First of all, there is a lot of poorly “voiced” copy out there — both on the Web and in print. Just do an online search for virtually any product and more often than not, you’ll find web copy written in a loud, exclamatory, “sales-hype” kind of voice that turns prospects off and sends them elsewhere. Indeed, it is this style of copy that gives direct response a bad name and gets it labeled “junk mail.”

On the other hand, the “A-List” writers out there have a very powerful, natural selling voice. And what’s more, they also have the ability to switch voices, thereby catering to the specific situation and prospect they’re addressing.

Think about it: You wouldn’t write to a 30-year-old woman interested in herbal healing the same way you’d write to a 60-year-old guy who wants to purchase Viagra. But being able to adjust your voice effectively allows you to bond passionately with prospects in a wide variety of markets … and successfully sell anybody just about anything.

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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