Keeping Score On Valentines Day…
In Romance and Persuasive Writing
It’s valentines day. Guess what? I left the house today without giving my wife a card or even saying “Happy Valentines Day.” You might think that would put me in the dog house. It doesn’t. I had an ace up my sleeve.
She forgot Valentines Day too.
For those of you keeping score, that means I escape with no damage. Make no mistake, we all keep score. You may get away with something once or twice. At some point the tally weighs too heavy to one side. When that happens, the other person will even the score. That’s true in all kinds of relationships whether it’s business, family, romantic or friendship.
Your Audience Keeps Score Too
Your customer or audience keeps score when you write to them. A common example these days involves email marketing. Email is a powerful sales tool. Many online marketers attribute the bulk of their income to revenue generated from emails.
Every email sent updates the mental scorecard of your prospect. They keep meticulous records too. I sure do. There are some email lists I’ve been on for close to a decade. Why? Because I feel like I get something out of the time I invest in reading them. The scorecard tilts in my favor. Once in a while I’ll buy something. In one case, I’ve been paying a healthy monthly sum to experience a premium product.
Then there are other times where the scorecard swings into the marketers corner. All they do is scream in their email, pleading with me to buy whatever crap they peddle. They urge me to take action before the world comes to an end. I keep score on these too. They provide no entertainment, value or joy in reading their crap. It doesn’t take very long before I delete them from my life. See how easy it is to even the score?
Keep The Score Close
As persuasive writers, how do ensure our audience feels like we’re not running up the score on them? There’s a simple rule that’s existed since the dawn of man. It still works today as it did millennia ago.
Provide more value than what you ask for in return. As one of my readers, if you feel that you get more value out of reading my drivel than the time you sacrifice, then you’ll stick with it.
Your readers, audience or prospects owe you nothing. They keep score. They want at least as much from you as they give you. That’s true of time, money or other resources. If they feel they get $2.00 of value for every $1.00 they spend, you’ll keep them forever.