The 12-Letter Word
That Guarantees Success
If there is one word that you should keep in the back of your mind as you develop your sales copy, this is it.
It’s a long word, to be sure. And you will seldom ever use it. Yet, this one word is not only key to your copywriting success but to the success of every direct mail piece that you write.
In fact, I would venture to say this word has been my guiding star throughout my copywriting career. The ultimate force that has taken me from $0 to more than $500,000 in annual income.
Today, I want this to be your guiding star as well.
What, exactly, is this word?
Let me spell it for you now: R E L A T I O N S H I P.
That’s right. Relationship.
The reason should be obvious not just when you’re writing copy but in virtually every area of your life.
From this day forward, don’t think of yourself as a copywriter – you would be better served to think of yourself as a people-writer. We don’t write copy, really. We write to people. Real people. People like you. People like me.
Of course, you will not go far if you think of yourself as only a people-writer.
You’ll make much more money for yourself and for your clients if you think of yourself as a friend-writer. That’s why the relationship is so important.
Every letter you write should come across as a note from a friend to a friend. In some cases, the friend relationship is more professional than personal. In other cases, it’s more of a guiding mentor relationship.
No matter how you see it, what you write forms the foundation of a continuing relationship.
Why is this so important? Frankly, it’s Selling 101. People like to buy from people they know and trust. Don’t you?
That’s why the relationship you create with the power of your words is so important.
What you may not realize is that each individual you are writing to – no matter what you may be selling – has a real need to connect with someone.
As you know, for the most part, I sell information products. Investment newsletters, health newsletters, and success books – to be specific.
I would have been only moderately successful had I concentrated on simply selling the product. What I am really selling is a new relationship. One based on leadership and trust.
Most copywriters don’t know this, but subscription buyers often renew a subscription not the strength of the editor’s advice, but on the bond that he has created with his readers – or, if you will, his friends.
Readers hesitate to cancel, since they enjoy his monthly visit (aka, the newsletter) because it comes across like a fireside chat. So they hate to give the visits up.
To fully understand how powerful this concept is, consider the following.
How would you feel if your health plan changed and you had to find a new doctor … (maybe even worse) your hair stylist moved to another town … or your dentist retired?
You’d be lost. You’d be forced to find someone new. Isn’t that a drag? You bet it is. But it just goes to prove how powerful the relationship is.
That’s why you must always write with the relationship in mind and have a vision for what your customer is thinking and wants from this relationship.
That way you’ll be able to get on both sides of your customer’s head and build a deeper and stronger bond.
As I always say, the stronger the relationship, the stronger the results that you’ll see.
All good wishes,
Doug D’Anna
Guest Contributor
THE TOTAL PACKAGE™
P.S. If you know of someone who could benefit from these copywriting ideas, please pass them along. Better yet, encourage them to sign up for my A-list so I can send them my ideas directly. Here’s the link to sign up.
http://www.dougdanna.com/joinmyalist.html
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4 Comments »
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Let us know what you think. Or ask us anything. Or offer your own sage advice.
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Comment by Derek Naylor — December 27, 2007 @ 9:35 am
Hey Doug,
I remember this message from your A-List eNewsletter. This is a piece I think every marketer should read at least once per quarter. I know I need a good reminding of this powerful principle every month or more! Keep up the great work!
Derek Naylor
Comment by Emette E. Massey — December 27, 2007 @ 11:15 am
Doug,
What a great post–your insights are invaluable! I\’ve been looking for ways to strengthen my copy and BAM!–you came to the rescue with solid advice! Many thanks!
Emette E. Massey
Comment by Bob Heiney — December 27, 2007 @ 11:48 am
Relationship building is the bridge to better selling.If your copywriting isn\’t building bridges to the reader through relational selling - the copy is dead. Doug\’s message is right on!I need to think about this before I write any copy.
Comment by Aaron Stanley — December 27, 2007 @ 2:34 pm
In business, everything comes down to the relationship. It\’s not just a \”list\” or a \”database,\” it\’s relationships. I wrote about this very topic just yesterday. The concept of RELATIONSHIP should apply to every aspect of business, including the copy used to promote it.
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