Direct Response Copywriting has one purpose – to cause an action to be taken by the consumer.
Usually that action is to exchange their hard-earned money for your product or service. That’s a very personal transaction, and one that requires the consumer is emotionally involved.
Compare this letter:
“ ABC Company would like to invite you to our upcoming product launch and presentation. To ensure a warm welcome, a member of our staff will be on hand to demonstrate our latest software, launching in the next two months. We hope to see you there.”
With this one:
“You may remember me from the last product launch in September. I’d like to invite you to the next one, where I’ll be looking forward to meeting you again to demonstrate our latest release of XYZ machine.”
Spot the difference? The second one is personal, warmer and more direct. It’s as if I am talking to a friend. While I may not know you personally, a personal communication is more likely to engage than a stiff formal group address.
A common website example
“ABC company is the world leader in 24 hour document delivery. For 13 years we have delivered products world-wide, delighting our many customers. That’s why we are #1…”
Contrast it with this one:
“At XYZ, we are at your service. With a record of 98% on-time delivery you can depend on delivery where you want, when you want – or your money back…Call me today for your personal quote.”
Which of the two is more personal? I’d say the second one.
Letters and sales pages should be personal
Sales letters in particular are personal communications. No one wants to feel like like a form number – people want to feel as if they are important not just their money. To do that, make your communications personal and friendly not stiff and formal. Use “I” and “You” and minimize the use of “we” and “us” to help create a personal connection with your buyer.
With the above in mind, take a look at your sales letters, landing pages and website pages, particularly your home page. Are they personal and friendly? Or formal and impersonal? Are you hiding behind your company brand or product? Or shaking your prospect’s hand and engaging?
What do you think? Share your thoughts by leaving a comment.