Learn the Language of Your Prospects

A Web Copywriting Tip by Nick Usborne

 

I’m in the middle of reviewing a package of information by and about the legendary copywriter, Eugene Schwartz. There are some CDs, a video tape and, most important of all, a copy of his 1966 book, Breakthrough Advertising.

 

It’s all great stuff. He was an amazingly successful copywriter and marketer.

 

Anyway, here’s a quote that really resonated with me.

“One hour a day, read. Read everything in the world except your business. Read junk. Very much junk. Read so that anything that interests you will stick in your memory. Just read, just read, just read. Subscribe to Ladies Home Journal, Cosmopolitan, Vanity Fair. Get all the very low stuff. Low culture makes big money. Got to remember that! There is your audience. There is the language. There are the words that they use.”

How very, very true...and it applies to the web as well.

 

So much writing for the web is company-centric – written in the language of the company. It’s no wonder such sites fail to connect with their readers.

 

If you want your readers to say Yes, you need to write in their language...addressing their beliefs, desires and priorities.

 

It’s not about what’s important to YOU...it’s about what’s important to THEM. And that approach includes writing in the kind of language they use.

 

You can find out more about the Eugene Schwartz package I’m reading here...

 

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