Marketing copy is often seen as something that needs to appeal to a mass audience, and it’s not hard to see why. After all, it’s often sent to hundreds, thousands or even millions of people.
Yet the experience is very different when seen from the perspective of your target audience. They don’t consider themselves as part of a crowd, but as a unique individual who’s the leading character of their own story. When your message hits their email inbox, physical mailbox or is handed to them by a sales representative, there are two possible outcomes:
- The reader will see your message as something that is personally relevant to them and will take further action now or in the future.
- The reader will decide that your message doesn’t apply to them, and will delete, ignore or throw it away.
Although this decision happens in a split second, you can significantly increase your chances of the first outcome by making the reader feel like you’re having a one-on-one conversation with them. This holds true whether the reader is someone who makes final purchasing decisions or a low-ranking junior employee of someone on the committee who makes buying suggestions to executives higher up the food chain.
In short, no matter the size of your mailing list, each message you send needs to read as if it was written specifically for the person who receives it. Because whether they realize it or not, that’s the experience each of your potential buyers wants to have.
Here’s how to make your words “look them in the eyes”, metaphorically speaking: