After you’ve established your target audience, created your 10-second intro and 30-second elevator speech and hired the perfect web designer to create your site, it’s time to start booking “dates”.
As with any quality date, it isn’t enough to know who you want to date and what they think and feel about things. You also have to figure out what to say and how to look to get your foot in the door.
You also need to know what’s in the potential relationship to attract, engage and keep the other person interested. Those who don’t do this come across as entirely self-serving. Ham-handed paramours know what they want, but they rarely know (or care) what the object of their desire needs.
So, it appears, do some business owners and entrepreneurs whose sites I’ve seen on the Web.
Insightful data about your “date” (target audience”) is the fuel you’ll need to drive to where your date is, but it can look like stalking if you appear to know everything about them without taking the time to identify who they are, down deep: what they’re thinking, feeling and truly needing.
So … how do you get from a first date to engaged, or from engaged to walking down the aisle and pledging eternal loyalty to each other (on line and off) as a business owner or entrepreneur?
You serve. You prove your mettle. During hard times, you don’t bail. During great times, you join in celebrations. You become a soft place to fall, a safe place to fail, and a serious commitment junkie.
But how do you do all of this? With words! Even when proving your mettle, holding a hand, celebrating a joy, you use words. Honest, reliable, supportive, heart-lifting words.
So … do you still think that just anyone with a decent notion of English grammar and spelling can “sell” your product, service, or cause?
Remember: your words create your world. Your responses regulate your results.
Be a great lover.
People don’t care how much you know until they know how much you care. Copy that holds readers at arm’s length with Corporate Speak or All-About-Us detritus cripples conversion rates.
Don’t be a bore. Be more. Then watch what happens!
Get a professional writer who knows how to serve and seduce–or expect your target audience to go looking for someone else who “knows, understands and loves” them better than you do.
