While doing a little research on where to find Faygo Rock & Rye for a visiting relative, I went to Faygo.com to see if they had a store locator.
Of course, they have a store locator. But imagine my surprise when Faygo wanted everything but my firstborn before they’d tell me where to find their soda. Name, email, address and favorite flavor as REQUIRED fields?
Whoa, Faygo! Too much, too soon.
We’re like old friends who haven’t seen each other in decades. I’m not ready to divulge anything. I thought it would just be nice to get reacquainted.
Too bad it’s not going to happen now.
Lesson learned: Go slow. Build a relationship. And don’t be afraid to tell people how to find you without asking for anything in exchange.
No CommentsWhile doing some research for an upcoming content project, I did a little poking around the About Us sections of some Fortune 100 companies.
Would you be surprised to learn that some of the biggest companies in the world use nondescript and innocuous language to describe themselves? I wouldn’t. It’s a comfortable place for many companies (and their copywriters) to be.
Phrases like “serving you in over 100 countries around the world,” “making great products for generations,” “dedicated to supporting,” and “our commitment to providing” say nothing of worth to your target audience. Worse, that kind of language does zip, zilch, nada to differentiate you from your competitors. Besides, who even talks like that in the real world?
Seth Godin says in marketing, if something makes you nervous, it’s probably a good idea. I say in copywriting, if you could write your Company Overview or About Us page in your sleep, rest assured that your audience will snooze, too, when they read it. If they read it.
No CommentsI’ve been paying attention to how everyone from clients to clergy and teachers to toddlers communicate. And one thing I’ve noticed is that those who incorporate a personal story (theirs or someone else’s) capture — and retain — their audience’s interest.
Telling a personal story (and by personal, I mean sharing an experience related to what’s being shared with the audience) helps create an emotional connection between you and your audience. It puts your message into context but it does so in a way that’s relevant, engaging and memorable to the reader or listener.
Need some inspiration for how to infuse a little human interest into your copy? Read a newspaper, listen to a sermon, visit with a former soldier, or ask a child what they want to be when they grow up and why.
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