Are You Communicating Properly?
Have you ever felt like you had a lot to say about your product, service, or opportunity but it was falling on ‘deaf ears’?
Many people feel that way including me from time to time. We live in a over populated marketing world where the ‘promotion noise’ is deafening and it can be extremely challenging for you to get your message heard.
It is very important that when you do get the attention of your prospect for that brief moment in time that you are communicating with them at a very high level so that you can have a maximum impact on them! You only have a few moments of their attention so you better say what needs to be said and in a way that it is memorable to them.
Often time people just want to ‘throw up’ all over their prospects and just waste a good prospecting opportunity. There needs to be more strategy in marketing your wares than just being a blow hard salesman.
That’s why we need to know the 8 keys to being an effective communicator when creating our copy for our landing pages, websites, social media profiles, articles, blogs, videos, webinars, conference calls, etc. etc.
Here are the 8 keys:
1. Always look through your prospect’s eyes, not your own.
Don’t assume that your prospects know why your product, service, or opportunity is valuable to them. Explain the reasons to them. Most professional advertisers write to a fifth or six-grade reading level, because most people are not really paying attention.
2. Follow the path of least resistance.
It takes longer to change peoples minds than to just build upon the current perceptions they already have. Find a way to reinforce something they already believe and tie it in directly to buying your product. The power in this is accepting people as they are and seeking the smallest possible change in their behavior that is required to get them to buy from you.
3. Don’t be logical – be psychological
People are both rational and emotional. But it is emotion that drives attitude and behavior. Behavior is the result of fear and desire. When desire exceeds fear, people will act. The goal in writing good sales copy is to increase desire and reduce fear. In short, choose the most powerful words you can get away with to drive people’s emotions. For example, ‘bulletproof’ is more emotionally powerful than ’safe’.
4. Organize information around a single idea or theme.
Organize your content to be based upon a single idea versus overloading your prospects with too much information. Drive home the main point or theme with precision. Don’t overstate the obvious with lists of information, they won’t read it. Your headline, tagline, and opening paragraph are vitally important here.
5. Be conversational. Write to express and not impress.
Be conversational with your writing style. Try not to use big ‘$100′ words that people don’t understand. Simplicity and being authentic is key. One way to test your copy is to read it out loud as you write it and listen to how it sounds to you.
6. Less is more
The average reader gives you about a half second or less to determine if they will pay any attention to your communication so less is definitely more! Use short words, sentences, and paragraphs to break up the thoughts into easy-to-read bites. Use bullet points and phrases to summarize your thoughts and make it easy. Remember, people don’t read anymore, they scan!
7. Use visual language to paint pictures in people’s minds.
Use words that frame a picture in your prospects mind of your main point. Don’t be vague and use general vocabulary but be specific and concrete in your descriptions of your offer.
8. Don’t hype your offer, validate everything!
Documentation beats conversation every single time right? People are not impressed with your ‘hype’ and overly positive attitude about your offer. They are impressed and inspired to action when they can see verifiable results through third party validation. People don’t trust much anymore, why should they trust you? Get the proof they need.
Marketing in today’s world requires much more than being just a ‘bag full of wind’. It requires some understanding of knowing your target audience and knowing how to communicate effectively to them using these 8 keys and others.
So, if your wondering why people are not responding to your communications via your marketing, think about changing your approach and using some of the 8 keys of being an effective communicator!
* Excerpts of this article were taken from “Perfect Phrases for Sales and Marketing Copy” by Barry Callen
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