Why getting personal gains you a bigger slice 3 August 2010
If I get one more pizza leaflet through the door I’m going to go postal…The dreaded creak of the letterbox is one of those small, persistent irritations that reminds me of the power of making marketing more personal. Increasingly, the leap of moving from message to market is about getting a little closer as this report shows. The report points out that with so much information out there, the message with the ‘me’ factor is the one that stands out. But this personalised approach is about knowing customers – which translates into understanding how to talk to them:
Me me me mail
The report identifies email as the most favoured form of contact and (surprise surprise) door to door as the least. I’ve mentioned before about the impact of email copy on connecting with people.
Adding it all up
Inconsistency is identified as a big problem in the report. Copy which clashes in style across communications signals a confused brand. Which makes people feel confused.
Insider information
Knowing about your customer means being able to tailor the copy to them. What’s their style and what are their interests? Are you talking to a new convert to what you have to offer – or a closed shop? This all has an impact on the way you write.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
