Comments on: Copywriting Hints and Tips – Get Personal

By: Nicky

Nicky — Mon, 20 Jul 2009 09:39:33 +0000

Hi Michael,
Yes, in business to consumer copywriting. And yes, since we are all consumers one way or another. Let’s not forget that business to business copy needs to be personal too… in a different way. I think it’s a case of really understanding your buyer and their needs and ensuring you’re talking to them on a personal level – but not necessarily in the same way as you would B2C. Businesses often have a problem with this, especially as they (quite rightly) dislike almost any form of hype.

By: Michael

Michael — Mon, 20 Jul 2009 07:44:58 +0000

Hi there,

Nice topic. I definitely agree with you. Consumers are what really matters the most.

By: Nicky

Nicky — Thu, 22 Jan 2009 04:17:16 +0000

Spot on Russell – and absolutely right there are real parallels with benefits and features… linking every feature to a benefit for the prospect. Thanks for stopping by.

By: Russell

Russell — Tue, 20 Jan 2009 20:49:49 +0000

Think you're absolutely right. Especially in this economy, we need to address the prospect or customer with their needs in mind. Certain parallels with "benefits and features" come to mind ... All the best and thanks for the great post. Russell’s last blog post..Money News Round-Up 20th January 2009

By: Nicky

Nicky — Thu, 15 Jan 2009 02:53:17 +0000

@Dave – I would say if the sender failed to personalise their email I would hit the delete button almost immediately. The problem is often that the marketer has no idea of what their recipient wants… and all that’s left is to either push the product or hide behind the company. On the other hand most people (myself included) will at least read an email that attempts to address my needs personally.
Thanks for that point… something I can address in a future post perhaps.

@Cheryl – I know exactly what you mean about the cringe. I was on a website just the other day actually looking to purchase something… and the copy was ALL We, Us and Our. I left thinking “so what?” because nowhere did it tell me how their product would meet my needs. And I was looking to buy!

I totally agree with you – it does not come naturally to entrepreneurs. I see it because I’m a copywriter/consumer, you because you’re a marketer/consumer and Dave above because he’s on the receiving end of an impersonal email.
At the end of the day it’s the reader/potential consumer who matters.

Thanks for commenting!

By: Cheryl Liquori

Cheryl Liquori — Thu, 15 Jan 2009 02:09:01 +0000

I SO agree! With a marketing eye, I just cringe when I see copy on websites, profiles, sales letters and emails that say I, I, I, we, we, we! My clients are encouraged to use more You and Your in their copy so the reader/listener can more easily identify with the message.
This is a challenging lesson/habit for many entrepreneurs to learn. But once they do, then suddenly they’re capturing more attention from their target audience.
Keep up the great work, Nicky.

By: David Stewart

David Stewart — Wed, 14 Jan 2009 17:22:31 +0000

You really do have the issue in focus on this one, Nicky. I find this especially true when it comes to email marketing. People are less likely to keep opening a regular email if it doesn’t “get personal.”

DAVE