Me, me, me, me. I, I, I, I, I.
How many posts and ads do you read that start with these words? And why is it a problem?
The Blowhard Beside You
Imagine this scenario:
You’re at a dinner party and you’re seated next to someone you’ve just met. You’re looking forward to striking up a conversation and getting acquainted.
You sit down, and while dinner platters are rounding the table, you turn to the person seated next to you and say hello.
Maybe you ask a question, like how they know the hosts. Or what business they’re in. Just starting conversation.
Here’s what happens next:
This person puffs himself up and begins talking. About himself. He tells you who he is, what he does, how he knows the host, what he likes, what he doesn’t. He never stops talking.
And it’s all about himself. Or herself, if it’s a woman. But that’s irrelevant.
The point is, what was your reaction?
Looking For An Escape
I bet your eyes glazed over. I bet you even smiled politely. But you began looking for an escape.
You inwardly groaned when one didn’t immediately present itself.
Finally, with no graceful way to make a run for it, you plastered on your best frozen smile and suffered through the evening.
And as soon as you could, you got the heck out of Dodge.
Don’t Be The Blowhard at the Dinner Party
Now, while this may be extreme, I bet someone or some past situation disturbingly like this one came to mind.
What exactly was the problem?
You already know.
The person talked only about himself. Tooted his own horn. Sang his own praises.
Oh, he may have displayed an interest in you. For about 2 seconds. But most likely your response just provided another launchpad for him to continue to talk about his favorite subject. Himself.
Everyone Is Most Interested In Themselves
Nothing is more boring. Nothing is a bigger turn off.
Nothing will make you run away faster.
Why? Because you never got to focus on yourself, or anything else, for that matter, other than this person you had the misfortune to be seated beside.
Where to Focus Your Sales Copy
And when you write sales copy, and promotional posts and ads, if you make it all about you, your service, your product, you, you, you, you, then it’s the equivalent of being the blowhard at the dinner party.
The only difference is, your audience can walk away.
And walk away they will, if you make it all about you.
I see it all the time. Scroll the Facebook newsfeed and what do you see? You see post after post from people promoting their service, their product, making pleas join their team.
And the common thread is that these posts are mostly a platform from which the person posting gets to brag about himself. How he got to where he is. What he’s accomplished. Even how he never in his wildest dreams expected to find himself where he is now, living the dream.
And maybe he is living the dream. Or maybe it only looks that way.
But if the whole post was about himself and his accomplishments, likely you will have bailed way before reaching the end.
And the end, of course, is where he tells you how you, too, can have it all.
Just like him.
It’s always about him.
Turn Your Focus Around – And Storytell
If you want to engage your audience, get them to look more closely at what you’re offering, you better dang well focus on your audience. And fast.
Don’t make them wade through paragraph after paragraph of your story.
Start with them. Their challenges. Their difficulties. The things that are making them crazy.
And then talk about you and your product or service. And show how it can help them with their problems, issues and concerns. Obviously you have to get to you and your product. But the focus must start with them.
And that is how you begin to write better sales copy.
Remembering that it’s about them. Not you.
If you keep that front and center, you’ll be amazed at how much easier it will be to get your message across.
If you enjoyed this post, and need someone to help you write your sales copy or posts, why not hire me. Click here for more information. And please post your comments below on sales copy that grabs your attention and otherwise. What makes them sizzle?