How to Write Content That Sweeps Prospects Off Their Feet
There's a joke that goes something like this:
A beautiful woman sat down next to a man on a plane. The man was smitten by her beauty and charmed by her conversation.
After they chatted for quite sometime, he glanced at her bare left finger, gathered his courage and asked, “How would you describe your ideal man?”
She laughed and said, “Well, it's hard to say exactly… I’ve always preferred the looks of an American-Indian man—with tanned skin and a strong jawbone. But I also admire the intellect of a Jewish man, AND the fun-loving nature of a ‘down-home Southern boy.’ I guess if you could roll all three into one, I would have my ideal man.”
To which he replied, “Let me formally introduce myself. My name is Geronimo Bernstein—but my friends call me, Bubba!”
Bubba’s dating savvy illustrates four key components you should include in every piece of content you write. If you do, your ideal customer will fall in love with you—or at least your product/service.
But beware Bubba's one horrendous mistake, or it will tank your copy.
Bubba’s Four Fabulous Content Writing Principles
1. Find “The One”
Just as Bubba kept his full attention on one woman, you should write to only one reader.
Whether you’re penning a blog post, article, landing page or case study, you should always have one specific reader in mind.
And not just anyone, The One. The One who best embodies your preferred customer or prospect.
Let me give you an example to illustrate why this step is so important:
Imagine that your high-school-aged-self wrote home from band camp. If you wrote one letter to your best friend and another to your mom, would those letters be the same?
The letter to your best friend would leave out all the boring mechanics of your day. Instead, it would include the juicy drama happening behind the scenes like what you and Jenny were doing when you weren’t playing the flute (Wink, wink. Nudge, nudge...) Because that is exactly the kind of stuff your best friend wants to know!
But the letter to your mother would tell a completely different story.
You would tell her about how your day was structured and how well you liked your camp counselors. You’d include details about what songs you were learning and which ones you’d already mastered. You’d probably even include what kinds of food you ate.
Those details are what your mother is interested in, and those are the bits and pieces that sway her to let you go to camp again next year.
Mix the two letters up, and your band camp days would be over.
In other words, when you know the ONE person you're talking to, then you know the right thing to say to them.
2. Qualify Your Prospect
Just as Bubba checked there was no wedding ring on his dream girl’s finger before he made his advances, you should also qualify your prospect. Because if they aren’t in the market for your product, no amount of copy will entice them to buy.
For example, if the product you’re writing about is suitable only for dogs, then state that up front so cat owners will know immediately and stop reading.
Good copy will repel a reader who isn’t a right fit for your service.
This saves both you and your reader heartache and ties in closely to writing for “the One.”
Bubba didn’t blow his opportunity to impress the lady by talking incessantly about himself. Instead, he listened to her and asked questions before he made his introduction.
Many business owners miss it here.
You can’t afford to confuse your website pages, blog posts, case studies or landing pages with a place to crow about all your achievements.
The only place online that can be all about you is your About Us page. Otherwise, you should be showing how your product or service benefits the prospect and solves your customer’s problems.
And the only way to know for sure what your customer’s problems and pain points are is to listen to what they’re saying.
By doing customer research. Find testimonials and reviews about your product and ones that are similar. Listen to customer service recordings; conduct interviews.
Then, once you’ve listened, you can add the next step, which will make emotional ties to your prospects even stronger.
Just as Bubba took what the beautiful woman said and echoed it back to her in his introduction, you should also echo your prospect’s voice in your copy.
This is often referred to as using voice of customer data.
What does that mean, exactly?
It means you should analyze what you’ve learned during the listening phase, and look for any phrases or thoughts that recur throughout.
Then you use similar phrases in the copy you write. This makes your service fit into your ideal customer’s world. It helps to put your prospect at ease and see that you’re not just another sleazy salesman. You’re on their side.
But don’t misunderstand; you aren’t telling them what they want to hear just to get in their pants—you know, where their wallet is!
Instead you’re echoing their voice to make a deeper connection. An authentic one.
Which leads me to…
“Bubba’s” Big Mistake
Let’s face it; Bubba is not really, well, "Bubba." He's not a Southern, Jewish, American-Indian man. Nor is his name Geronimo Bernstein. And as much as that fib makes for a funny joke, deceit has no place in your copy.
Yes, you should present your product or service in the best possible light, but never lie. Not even to create testimonials. One whiff of a falsehood and your customers are gone for good--along with your reputation.
But, if you remain truthful and consistently apply Bubba's four fabulous wooing tactics to your content, you'll sweep your prospects and customers off their feet.