Selling is a one-to-one experience. It’s me talking to you. Not me talking to “you-all.”
When you write, write to just one person.
Hold him or her in your mind’s eye as you write. Imagine you are sitting in a room together, and you are telling your friend about the merits of your product.
This is how you should write.
Now it’s easy to slip out of that “mental reality” and start writing to a group of people.
Example: “If one of you is a doctor, then you will know what I mean.”
That phrase — “one of you” — implies that you are writing to a group, and will destroy the one-to-one selling environment you want to create in your copy.
As you review your copy, ask yourself: Is this something I would say to a person sitting across from me? If not, change the copy.
-Ryan M. Healy
P.S. Need an ad, sales letter, or autoresponder emails written? Contact me to discuss. Email at rhealy@gmail.com or call 720-344-7788.
About Ryan M. Healy
Ryan Healy is a direct response copywriter. Since 2002, he has worked with scores of clients, including BoostCTR, Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and is a regular contributor to WordStream.com, BoostCTR.com, and MarketingForSuccess.com.
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