In the Better Business Writing course on Friday, a participant named Sydnee shared an insight about remembering to focus on the reader’s needs, especially in marketing messages. She gave me permission to share her idea with you.
Sydnee suggested imagining a session with a new therapist. Imagine the therapist sitting down with you and beginning, “Let me tell you all about myself. I got my degrees at . . . I studied with . . . I consider myself an expert in . . . ”
If you were the new client, you would immediately turn off. After all, you went to the therapist to talk about your concerns and how to deal with them. You did not go to listen to the therapist’s resume. You might think What an egomaniac! Why doesn’t he (she) focus on what’s going on for me?
The same is true when you reach out to clients and potential clients in writing. They need you to focus on their problems and how to solve them. They are looking for your solutions, strategies, and expertise, but what you share needs to apply directly to them.
Too often sales emails and letters tell about the writer’s company with I and we and nothing about you the reader, your industry, and your challenges. The reader is asking “Why should I keep reading? What’s in it for me?”
Does Sydnee’s analogy apply well to the marketing messages you send or receive? Do you have an analogy to share? I welcome your thoughts.
Lynn
