In working with a new client on a direct mail piece, I was reminded of a tried-and-true creative technique for capturing the attention of your audience: the P.S.
Use the P.S. (literally postscript) to summarize your key point and call-to-action. This single sentence is your opportunity to restate your proposition in a way that will grab your reader’s attention.
And, more importantly, the P.S. will be read by up to 90 percent of those who open the mailing. Enough said.
I spend a lot of time on this blog talking about writing and communicating and all that. It’s what I do.
I love it, of course. And you, dear readers, seem to like it too. (Thank you.)
But sometimes I don’t wanna come up with another post titled “3 tips for better communication” or “How to write faster and better.”
Sometimes.
I just.
Wanna.
Write.
About.
Something else.
Sometimes I just wanna share my ideas, thoughts, opinions and experiences.
About nothing.
About me.
About life.
And life is a series of planned and unplanned conversations. Of good communication. Of bad. Of humor. Of sadness. Of humanity.
And so, that’s what I’m gonna do. Inspired by Christine, modeled by Dawn and informed by Alaina, I’m going to start writing about all kinds of things here.
I hope you like the change.
I know I do.
I’m constantly asking my clients who they’re trying to reach. When it comes to effectively communicating, you must know who you’re talking to. You wouldn’t talk to a first-grader the same way you would talk with a college professor, right?
Here’s a tip for getting inside the mind of your audience:
Go to where your customers are and silently observe. Watch what they do and how they do it. Read the emails they send customer service. Eavesdrop on their conversations with each other.
Refrain from making assumptions. Resist the urge to lead. Don’t ask questions (just this once). Simply watch and listen.
I promise you’ll come away with a new perspective about what their proverbial “pain points” are, but you’ll also have fresh insight into what motivates and excites them.
While 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.
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