“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.