Talking about yourself is no way to build rapport.
Persuasive marketing copywriting–the kind of writing that compels the reader to place an order, make a purchase, or do some other business transaction with you–is a totally different animal from informational writing. Why? Because it’s so important to build rapport with the reader when you want her to take action.
If you don’t have rapport, it’s almost impossible to get a prospective customer to subscribe to your mailing list, “like” your post, or open her wallet.
One of the best ways to build rapport with your reader (or future customer) is to talk to and about your reader, instead of talking about yourself. Unfortunately, it’s human nature for us to talk about ourselves (we’re endlessly fascinating, after all!)
I believe each of us lives in a “me-centered universe,” and inside this universe, we’re really only concerned about “what’s in it for me.”
I write marketing copy all day, so talking directly to my reader and making her the star of the show is completely ingrained in my psyche. But if you’re trying to write your own marketing copy (for a website or brochure, for example), it is highly likely that you will “wee wee” on your reader. What do I mean? Your copy will be full of words like “we” and “me” and “I” and the name of your business. (And yes, wee-weeing on your reader is just as rude as wee-weeing on the carpet.)
And the hard truth is, no one cares about you. (Well, except your mom.) Your reader (or future customer) wants to know exactly “what’s in it for me?” “How can this improve my life?” “How can I benefit from this?”
That’s why “you” is such a magic word in direct marketing copywriting.