How To Speak Like Your Peeps to Connect… and Sell
Speak Like Your Customers!
Unrealistic dialogue and copywriting are the death knell of books, sit-coms, TV commercials, and web sites. Who really cares about copy that states “we will partner with you to create a realistic and robust solution.” Huh?
What’s the lesson here? You must speak like your peeps (people)! Even in the business-to business space, you must keep It real. You think I’m kidding? Read below for examples I’ve heard professionals say about their businesses:
“We make movable office furniture panels.” – he means cubicles!
“We help prevent the S1N1 flu” – the swine flu!
“We are a physician-based practice” – a group of docs!
“I’m an attorney who…” – we call them lawyers!
“We are a financial institution that uses financial instruments to….” – A bank that sells investments!
The Right Way to Write Realistic Copy
The best way to get real copy is to talk to real people.
Ask Your Customers A Key Question – Don’t circulate a survey, but pick up the phone and ask your clients. Make sure to write down verbatim what they said: their language of how they speak about their pain or issue is golden.
Read Amazon Reviews of Books in Your Specialty – Experts and everyday readers use the language their Note in particular the emotional words about the topic.
Become a Better Eavesdropper – Have you ever really tuned in to the chatter before a meeting starts or a conference? Tune in and you’ll get a much better sense of how to write about your topic.
Your job? Start speaking like your peeps.
Have questions? Fire away!