I'd like to talk to you about your voice. This could be a bit difficult considering I've probably never heard your voice before. Actually, I don't believe anyone has really heard your voice! Do you know why? Because you're too afraid to let anyone hear your real voice. I'm talking about your advertising voice of course, and no-one has heard it because it's much easier to run with the crowd and have the same voice as everyone else. Which is NONE!
Yes, you, and 99.9% of business owners are too scared to have a voice in your advertising which actually sounds real. Which sounds like you're communicating to a friend, like in a letter. Don't believe me? Well take a minute now just to open up your local business directory, like the yellow pages, and what do you see 99% of all the ads look like? Usually there is a logo, maybe a few bullet points that tell you what they do, and a contact number at the bottom, right?
Apart from letting you know what the shop sells, does this ad actually connect with you on an emotional level at all? No way in the world, right? These types of ads are everywhere, and it's not necessarily the person who runs them who's to blame - they've just never been taught to market effectively. The thing that's missing in most marketing today is IMPACT.
And EMOTION creates that impact.
This is your voice. This is the real you. And when you can inject some of your own personality into your advertising, believe it or not, it can be the thing that makes or breaks its effectiveness. Why? Well let me ask you this, have you ever received a letter or an email from a friend or family member... and after reading it found it's left you with a nice feeling inside? Or even a negative feeling? The important point is that an emotional resonse was triggered inside you, something that gives you a feeling of warmth or closeness with that person.
It's a powerful thing, and here lies the secret to successful communication with your prospects. Right now I could write you a letter that you'll forget tomorrow. I could also write you a letter you'd never forget for the rest of your life. They could both be written on paper, but it's what is written on the paper which can make a huge difference to the impact, and it's the impact that gets you REMEMBERED!
This is the difference between your advertising being forgotten tomorrow, and having people talk about you for the next week with their loved ones, or around the water cooler. One of your first priorities when it comes to your advertising should be to get REMEMBERED! The more you are remembered, the more likely you are to make more sales.
So how do I do that, I can hear you ask? Well first of all, you can simply take your average ad which looks the same as everyone else's, and just by turning it into an editorial style, pretend you're writing a letter to a friend. Make sure you always speak in conversational tones, like it's just you and your reader. You may be planning a great big advertising campaign that will be viewed by millions of people, but if you try to write to millions of people all at once, your message will be confusing and get lost.
There's an old saying, 'if you target everybody, you target nobody'. Think about advertising on the internet. You can potentially reach almost every person in the world. But each time someone reads your ad, it's only one person sitting at the computer looking at the screen. So write your ad as if you're writing just to that one person like it's your best friend, and you'll find you have a dramatic increase in response!
Mick Reade has been trained by Australia's highest paid copywriter, and now does freelance work as well as teaches others how to improve their copywriting skills, for more information please check out