The first time my husband asked me out, I said no. N-O.
I was on a “dating diet”. Yes, the kind where you replace the thrill of romance and candlelit dinners, with that of finding the perfect pair of shoes. You know, the one that fits right and doesn’t feel like you’re walking on a fire bed.
I had had my share of guys who’d slam the car door in your face, ask you to pay for your dinner and theirs, or forget to mention they have about five kids and two baby mamas stashed away somewhere…
Except when I met him, he actually opened the car door and revealed he could cook (did I mention he didn’t marry me for my culinary skills). So I put the “no dating policy” on hiatus for one evening, and went out for lobster ravioli with the guy (who could say no to lobster ravioli)…
As the hiatus lasted a lot longer than one date, said guy actually wooed me into marriage, child rearing and even settling for a reduced shoe allowance and occasional Sunday baking (with the cake mix of course). That’s much to say about the power of strategic courting…
What if you could do the same in your business? What if you could turn the most stubbornly hesitant of your customers into a herd of lovestruck, raving fans who would stop at nothing to lay their hard-earned money at your feet? What if you could court them into buying into your business, products and services, flowers and heart-shaped kisses and all?
I know what you’re thinking…Doesn’t that sound a tad bit like manipulation? It’s one thing to romance your love interest in exchange for a lifetime commitment (or lobster ravioli)… It’s another to get potential customers to hand in their wallets to you. After all, you’re just selling them something, right?
That’s the problem with the way we’ve been taught to think about our relationship with our clients, our ideal clients. That everything about it has to be tactical, calculated and premeditated. Like we’re carrying out some kind of illicit affair, or counting calories or something… That somehow we must step outside of ourselves, and enter this “marketing” and copywriting game aimed at multiplying conversions and minimizing human conversations…
But really, the only way to write great copy and build amazing marketing funnels that make your ideal clients swoon from pleasure at doing business with you, is to set aside the marketing strategies, and actually write words, real words, that court them instead.
Words that caress them in all the right psychological places.
Words that make them pant in anticipation.
Words that give them electric, magnetic butterflies from their brains all the way to their bank accounts.
And for that, you must:
- Pass on the “superhero” cape: My son has a dedicated Superman cape that he refuses to let go of, or wash for that matter. I mean, I’ve had to pry it off of his back when he’d fall asleep to throw it in the washer. And you couldn’t make him believe the thing doesn’t have magical superpowers that turn him into a superhero every time he puts it on. Or whenever he lets Mommy put it on. What if you passed on your “superhero” cape, and let your clients be the heroes of your business instead. Make it about them, not you. Use words like “you”, “your” that point directly at them. Place them in the middle of whatever story you’re telling. They are the “heroes” (which means you’re not, and yes, your ego will recover).
- Focus on what you have in common. I swear one of the main reasons I married my husband was because of our common love for food. We’ll drive hours to get to a great restaurant. We’ll sit and talk about food for no apparent reason. Truth is, most people bond around their common points. Groups are formed based on common interests and pursuits. Center your copy around common struggles, challenges and/or victories to build a solid connection with your ideal clients.
- Be “see-through”. “Your personal brand should be like water: not only clear, but transparent to the public. People thirst for that, and they will drink you up.” This quote from author Jarod Kintz says it all. Whether in dating or in copywriting and marketing, you can only achieve success through transparence. Unless you’re ready to let people in, you can’t build a solid relationship with them. And unless you’re willing to be honest about who you are, you will not attract the best customers for your products and services. Or the kind of money and freedom you deserve in your business.
How do you romance your ideal clients with your words?
Love,
Solange.
The post How to Write Words that Give Your Clients the Butterflies appeared first on SD Lopes.
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