“To attract more customers.”
That is the number one reason I hear from business owners and entrepreneurs about why they think they need to learn to write better.
When asked, a few might give a different answer such as “I want to attract more media attention,” but the majority want to know how to attract more customers, clients, patients, followers, donors, etc.
That is fine, and certainly a good motivation to learn how to write better. But it is also simplistic and won’t necessarily get you where you ultimately want to go.
I think, in general, that marketers trade away long-term customer and business-value by not really being focused with “the bait” they put into the marketplace.
For instance, it’s fairly easy to attract quantity, but value in each individual person is a whole other issue.
Who might be a very, very valuable customer for you might be of little or no value for me, or vice versa, even if we, in fact, sell basically the same things.
Because if we don’t deeply resonate with them, then their value to us over a period of time disintegrates. Retention plummets. Sales are lower. And so on.
If you want your business to move to the top and create real success and wealth, you have to do more than just write to attract or even sell.
You have to create high levels of rapport, trust, and relationships. You have to sustain your customers’ interests on a continuing basis.
So by all means, get better at writing—but be very clear about your reasons for writing. Here are six things I believe all business owners interested in wealth and success should consider when writing:
1) Attraction. When you are writing to attract a customer, client, patient, etc. you want to give a great deal of thought about who you want to attract, not just attracting anybody and everybody in the greatest quantity that you can get.
Measure your success by response percentages: how many of the right people you put together.
2) Connection. There is more to a transaction with a customer than money. Connection means that the person on the other end of all this communication has feelings about us as a result of the communication, and has a sense that we have feelings about them.
3) Acceptance of advocated position. We’re not just trying to get a customer. We’re not just trying to sell a product or a series of products.
We’re trying to get ‘buy-in’ to our positions, to what we’re all about.
That can be all the way to the most micro-practical of those positions, for example, long copy is better than short copy, or trying to convince somebody that if you’re into the do-it-for-them newsletter business, that ugly is better than pretty.
You need to be able to influence your customers to buy-in to your position from the micro-philosophical stuff all the way to the macro-philosophical stuff that actually is more important in keeping customers.
4) Sales and purchases. We write to sell things. That is a given and maybe overly obvious. But to sell things we have to get people to interact and participate with us and be involved. And that is actually one of the hardest things to do.
Over the years I’ve done a lot of involvement pieces. We give members the chance to win big cash prizes, an all-expense paid weekend getaway getting advice from me for their business, etc Despite it being free to enter, the number of people participating is not anywhere near what you’d think it’d be. I could give away a car and the percentage of people who actually participate would be painfully low.
But, involvement helps the person be satisfied with what they’re getting. It also, by the way, in many cases delivers value regardless of whether or not your product or service is as good as expected.
And whenever you get someone to participate, you move them to a much deeper level of commitment to you, and to your culture. So working on including these involvement pieces in your writing is critically important.
5) Retention. I’ve said it many times; it’s not just getting them, but keeping them. And how can you keep them for a month or longer, three months or longer, a year or longer and so on
This is one of the biggest issues of today. How can you write to keep them in the game and not abandon you.
6) Ascension. You want to write so that you get people to move up. Meaning, you want your customers to move up actual ascension ladders, where they move up to the next rung and give you more money.
At this level, it’s not just more money you are convincing them to give you, but you are bringing them up in emotional commitment to the entire process too.
Part of the game of writing is trying to touch on all the necessary bases every time you’re in front of a prospect or customer so that you’re consistent with the image and message you’re presenting.
Look at a piece of your writing. Pick anything you want—a newsletter, an ad, a course you put together. How many of these things can you find in an individual piece of your writing?
If you want to get to the top and stay there, you need to learn how to weave these concepts into everything you write and communicate—you can learn more about how to do that here.
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