I run my client’s accounts a little differently than I approach writing copy to my personal drooges. (That’s you, cully.)
I don’t use as many weird slang words. I don’t “brag” as much (though true ones know Your Humble Narrator doth not brag, but speak true). I’m not quite as flippant as I can be in these daily-ish musings.
So, why do I take a completely different approach when writing copy for my clients instead of for myself?
The answer is as simple as it is obvious:
When I write for my clients, by and large, I’m writing in their voice, not mine. Yes, I still use my copy skills when I’m writing for clients. But I write it in their voice, not mine.
Turns out, customers still enjoy opening, reading, and buying from my emails even when I tone down my personality a bit in favor of my clients’ personalities.
Here’s why I bring it up:
Last week, one of my clients and I had a meeting with the review-gathering software we use. And while we were on the call with this guy, he mentioned we’ve collected some killer reviews.
Like this one:
“My experience with [redacted] has been great. Perfect combination of good service, pricing, doctor/scientific information about the products, and personal testimonials.”
Not only is that a review for the business itself, but also for my copy, particularly with the latter half of the review.
Or this one:
“Professional info. Take time to answer questions. Never rude. Don’t give sales pitch but let the info do the talking.”
Now, you might find the “don’t give sales pitch” part a bit… odd. Isn’t it the job of a copywriter to, well, make sales pitches?
Yes, and no.
Y’see, there’s a time and a place for obnoxious and over-the-top sales pitches. But this kind of copy, while effective in the short-term, can be detrimental in the long term. Endless sales pitches tire your customers out.
Now, I’m not suggesting you should “provide value” or leave products that can help your customers entirely out of your email.
Rather, it’s more effective to give your customers an opportunity to buy instead of ruthlessly pitching to them. Not only are these kinds of emails more valuable (as the reviews above prove), but they also increase the chances of your audience opening and reading emails more often. And yes, if a certain product can solve their pain point, then it also increases the chances they buy.
Life is just easier when your customers love your copy.
And if your customers aren’t leaving reviews for your copy like my client’s customers are, then, well, mayhap I can help.
Reply to this email and we’ll set up a quick call to see if partnering makes sense.
John
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