“When you talk, you are only repeating what you already know. But if you listen, you may learn something new.” Dalai Lama
The secret to marketing copy that connects wholeheartedly with your audience? Using exactly the same words in the same way that they talk about their problems and what they need. EXACTLY the same words and phrasing.
When you do that, people looking for help will resonate with you deeply. They realize they’re not alone, that someone understands, and they can count on getting something solved.
How do you do this?
- Take mental or written notes on the exact words and phrasing your customers or your prospects use. Don’t paraphrase, don’t rewrite it ‘better’. Listen for the precise tones, language, and energy people have. You could even record it.
- You could ask questions. Example: another marketer I know sent out some questions in an email for people to answer – not a big survey, but multiple choice so they click on one. Then they get to a page that has their choice, plus a place to add more info. (The questions asked about the biggest challenge facing them right now, today.) The marketer took the answers people chose and the words they wrote and put that in an email a month or so later. The reaction? People replied to that marketing email saying things like: this sounds exactly like what I’m facing! Or how did you know this was my biggest problem?
Take what you discover when you listen and ask (and then listen again) and use that in all your communications. Especially in the large headlines on your website. The ones that are designed to capture attention – but often don’t because they aren’t inside the world of your audience.
Give it a try this week. Even one phrase you hear from one could make all the difference in your market connecting with you. I’d love to hear about it.
