Over the last couple of days we've been talking about something few people stop and take the time to consider, BEFORE they go ahead and start writing their sales copy -- and that is -- whose "voice" your sales copy should be written in.
Remember, when thinking this through, what's key here, is credibility, and believability.
You want to ask yourself, "Which "character" will be most credible and believable, to my prospects?"
And oftentimes, this means, which character can you "make" most credibile and believable to your prosptcts.
Along those lines, another "voice" you can write in, is what I call, the "3rd Party Plus" voice.
And who qualifies to be your "3rd Party Plus" voice?
Well... bluntly...
Anyone Who Will Make Your Pitch Work!
For example, I recently wrote a pitch for a real estate / financial services-related product -- and one letter came from a real estate lawyer, the other from an investor.
When I pitched a service to CPA's a while ago, guess where that letter came from?
A CPA of course (a CPA is like a Chartered Accountant, in case you live outside America).
How about medical or health-related pitches?
Consider using a doctor... a pharmacist... or a cured patient -- that sounds good to me.
In certain cases, even a "friend" or client can make your pitch, especially if you've got some kind of whacky or unique story about how you came up with your product or service.
You can even "invent" secret "clandestine" characters, like...
"Mr.(or Mrs.) X" for example... or... "Former Convicted Felon -- prisoner # 12345".
The choices are endless -- it all depends on who you're writing to and what you're selling, that ultimately determines the "best" way to go here.
Remember, you can write "from" anyone you want, so long as 3 things are true:
Your sales pitch is true. Make sure you've got "someone" behind those characters willing to back their "writing" up.
Your sales copy is believable.
And lastly, your "voice" must have credibility -- don't advertise your new "shortcuts to real estate investing success" program, and have the person writing your sales copy, be a 17-year old surfer dude from Encino, California.
Make sense?
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Author Bio:
If you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber -- recognized by his peers as America's Top Direct-Response Copywriter -- can show you exactly how to do this, step-by-step. Garber's written winning promotions across a HUGE variety of industries.
If you're serious about using emotional direct-response copy to increase your sales, then you MUST check out his website.
Garber specializes in dealing with selling products and services that are in the high dollar range, and he has an wealth of knowledge he draws from in crafting his promotions, in addition to his "living on the edge" life-experiences, along with a rock-solid 157 IQ.
This unique combination of "street smarts" and book-smarts allows him to get inside your prospects minds to write compelling, engaging and expressive copy that gets your prospects involved and whipping out their wallets.
Here are just some of the raving reviews, taken from actual client testimonials, about Garber:
“Finally, I found the copywriter I can work with for the rest of my career. He’s extremely thorough and reliable -- the man is his word. When he tells you he’s going to do something for you, it’s going to be done. It’s very refreshing in this candid world full of posers and imposters, all these people acting like they’re the best copywriters, and in reality they’re broke, they’re weak -- just seeing who they can scam next. So if you’re looking for somebody who’s very committed to your success, who delivers HUGE results, and who does whatever it takes to make sure your piece will be a winner, then don’t hesitate to go ahead and get a hold of Craig Garber right now.” - Chet Rowland
“During the two and a half intensive hours of conversation I had with Craig - I learned (and re-learned) more about copy than I have over the last 12 years. For example: Just one idea Craig gave me has increased my net profit by 43%! His grasp of which words move people into action -- is so comprehensive, so damned obvious ("Why didn't I think of that before?") and so easily explained -- that you'll just want to slam down the phone and get re-writing that very instant. I know -- I did! If you need to know more, just e-mail me: peter @ peterthomson.” Peter Thomson
