Lori Pendleton, Marketing Specialist - Writer, Strategist, Project Manager
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Use Your Copy to Woo Your Prospects


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Marketing Communications Tips and Tricks

Use Your Copy to Woo Your Prospects

Full disclosure: I’ve never been a big fan of articles about dating and relationships. I don’t know if it’s because most of the advice should be common sense, or because I’ve always preferred to find love than to actively search for it. Whatever the reason, I’ve since changed my mind about dating advice, because it actually turns out to be good business advice as well.  

If you look closely, you’ll see a lot of similarities between product landing pages and dating profiles. You’ve written a flattering but realistic description of yourself in the hopes that someone will respond. You reveal enough to entice, but not so much that the reader doesn’t want to know more. If you’re having trouble converting prospects into customers, take a few cues from the world of dating. 

Have a Killer Opening Line 
When you’re looking for a mate, the right opening line can get you a phone number and a date; the wrong line might get you a slap in the face. The same is true with your opening line, also,known as your headline. 

Of course, a casual browser won’t slap you in the face for writing a bad headline, but he’ll definitely click away and never come back. To keep them around, make sure your headline does the following: 
  • Gets to the point: Tell readers what they’ll learn if they keep reading.
  • Piques their interest: Address an issue that’s already on readers’ minds. 
  • Makes a promise: Let readers know that you (or your content) will give them what they want.

Push All the Right Buttons 
Once you’re actually talking, it’s all too easy to strike out, either because you made one faux pas or because you’re just not telling them what they want to hear. The same goes with your content. 

You already know that your content, whether it’s a blog or a landing page, should be informative and relevant to your prospects. Here’s what else it has to do: 
  • Be realistic: Like overeager suitors, content that exaggerates or over-promises falls flat. 
  • Be engaging: Content should reflect its readers’ thoughts and language and talk to them, not at them. 
  • Be constructive: Information is always useful, but content with constructive advice is always valuable. 

Ask for a Date 
Would you ever start a conversation with someone you’re attracted to without asking for a phone number or a date? Of course not, so don’t leave your prospects hanging. 

Without a call to action, your prospects are left wondering why they wasted their time on your content, so add something that opens the door to more communication in the future, including:  
  • A direct request: Don’t leave prospects scratching their heads; tell them what to do. 
  • Contact info: Tell prospects who and where to call, email, text, or submit their info. 
  • Gratitude: Whether they follow up or not, prospects always want to be thanked for their time.  

Drumming up business isn’t that different from finding a date. But you can live without a date; your business can’t survive without customers. Take a few cues from successful daters and use their secrets to woo your prospects.   

13 Comments to Use Your Copy to Woo Your Prospects:

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Stecie on Sunday, February 17, 2013 1:42 AM
A good start is half of the entire job so thought of 'killer opening line' is brilliant notice! I guess if the copywriters follow the point thoughtfully then ultimately it'll be fruitful for them to build a right career in copywriting. Thanks Lori.
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green coffee bean extract on Tuesday, February 26, 2013 6:41 AM
The copywriter has ultimate responsibility for the advertisement's verbal or textual content, which often includes receiving the copy information from the client. Thanks.
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