Communication that uses your customer’s, client’s, and / or audience’s words is the best way to develop relationships and deliver top notch service.
CASE STUDY
MARIA IS A “what if” learner.
She needs to imagine the outcomes of what she’s learning as they will apply to her business and her life.
So I taught her how to write great marketing and sales copy through a simple process of conversation.
“Be sure to “speak” to one person and don’t write like you’re addressing a group.
“And remember about language: the more clear, concise, compassionate, and colloquial it is, the more effective it will be.
“Imagine this one person is your best friend…who experiences the whole range of joy, pain and everything in between…someone who wants to be happy, safe, healthy, and free (just like you).
“Picture having a heart to heart discussion…about their dreams and challenges…especially what keeps them up at night…what they can’t get out of their heads.
“What words are they using?
“What emotions are coming up?
“Empathize with them, acknowledge them, and let them know that they are not alone, that it is ok, there is hope, and that you are the one who can help them.
“Teach them how to get past that pain or challenge both today, and for the long haul.
“Then show how they can reach their dreams as quickly and effectively as possible.”
How It Works
IF YOU WANT to connect and develop a relationship with your prospect, customer, client, or audience, you want to communicate in their language…with the words they are using to articulate their challenges, fears, frustrations, experiences, needs, values, hopes, and dreams.
You’ll want to know as much about this person as you know about your best friend.
Your message needs to “speak” to one person at a time, even when you are reaching out to thousands.
You want each person to feel that they know you, like you, trust you, and that you are an authority or expert on your topic.
When you do this, you will create a shared human connection and experience.
You will reach them with your message and provide them with exceptional value.
Then you can create superior products and services (based on what they need, because they’ve told you). You can make great offers so they’ll want to invest in you and tell others about you.
If you don’t speak people’s language and empathize with their experience, you’ll waste time, money, and energy trying to reach people with a message that doesn’t resonate with them…or trying to talk them into buying something that they aren’t looking for in the first place.
Ben Gioia, Speaker: Thought Leadership, Inspiration & Authority / Expert Positioning | Influence & Impact | #1 Bestselling Author
Thanks for reading!
My name is Ben Gioia and I help entrepreneurs, visionaries, and leaders create more income, more influence, and more impact by 1) expressing their true purpose; 2) telling their story; and 3) maximizing and leveraging their authority, expertise, and thought leadership.
If what I’ve just shared resonates with you, please reach out to me today (ben(at)MarketingWithAHeart(dot)com), and we’ll figure out the fastest, most fulfilling, most effective ways for you to help change the world.
I look forward to speaking with you soon!
Best,
Ben
