Recently, as part of American Writers and Artists’ Great Books Club, I’ve been reading Dale Carnegie’s classic How to Win Friends and Influence People.
The book is a known classic on relating to people and is used in customer relations training. No surprise there.
But it has a lot more to do with marketing and advertising than you might think. Imagine if it was called How to Win Fans and Followers and Influence People to Buy Your Stuff. A marketer’s dream, right?
It all rotates around the basic premise of the book: make everything about the other person.
Want to be a great conversationalist? Stop talking about yourself and ask questions about the other person.
Want to persuade people of something? Tell them how it will benefit them.
The most powerful word in advertising
The most powerful word in advertising is the word “you”… second only to a person’s name.
In your marketing and advertising, how much of it is focused on your customer? Nobody wants to buy your product because it is 37 inches wide. They want to buy it because it fits in their kitchen.
Nobody wants to buy a car because it has 6,000 horsepower. They want to buy it because if they do then they’ll look rich, sexy, attractive.
You hear that “sex sells” and it does, but why? It sells because people associate the object with being sexy. “If I buy that car, then I’ll be sexy too.” It might not be a conscious thought, but it’s there.
If you want to sell anything, if you want to convince someone of something… focus on them! What are their needs, their wants, their desires?
What relationship do your customers really want? One that focuses on them.
What does your copy focus on? Is it you? Or is it your customer?
If you’d like me to take a look at your copy and see how we can improve it just give me a shout.