Copywriting that establishes rapport Wednesday, October 8th, 2008
We buy from those we know and trust. Think about your own experiences buying something. The really good salespeople establish a rapport before they even try making a sale. If they’re REALLY good you not only purchase the product…you don’t regret your purchase later.
There is an even greater need for rapport when you’re selling a product or service online. The internet is impersonal by nature. Here are a few suggestions that will help you establish that rapport with potential customers:
1. Make the person reading your copy feel as if you are writing directly to them. Use the words “you” and “I”.
2. Say “you” more than “I.” In fact, go ahead and count how many times you say “you” versus how many times you refer to yourself or your company. It shouldn’t even be close. Save the “I” or “we” for the About Us page on your site.
3. When writing have a specific person in mind and write it for them. Try to think of someone you know that is in your target market but knows little or nothing about your product.
4. Be authentic and sincere. Let your personality shine through. You won’t seem like a salesperson, you’ll come across as a real person.
