How do you write when you send an email to your best friend?
Now, compare that to the way you write when you send a business email or write a post on social media. Is it different than what you sent to your friend?
I bet it is. And it shouldn’t be and here’s why.
Talk to Your BFF
When you write, you’re striving to instantly engage with your reader. You want to draw them in and keep them reading. Think about a recent email to your best friend, Debbie, telling her that she simply must check out the purse sale you stumbled upon. Would you simply insert a picture and/or a link and say, “Click here for some awesome deals on purses”? Of course not. Debbie would think you’d lost your mind. She’s either going to write back and ask what the heck you’re sending her, is it spam, should she even open it, is it safe, did you send it, or worse, she’s going to simply delete it and move on.
And just as you wouldn’t send that ridiculous email to your best friend, all of your emails and posts should have the same feeling. Real. Like it’s coming from a living, breathing person, not an automaton. After all, it is. Let it show.
Take a Stroll Around Social Media
Just for kicks, take a gander through some business sites on Facebook or Twitter. Look for links with offers to purchase or that ask that you click through to a site. Are they dry, dull, boring? If they are, do you open them?
That’s what I thought.
The Art of Storytelling
Did you see any that told a story, made you smile or laugh, piqued your curiosity or made you feel good? Did you open any of them? I bet you did.
Why? Because the post sounded like it was written by a human being. It sounded friendly. Engaging. You didn’t mind stopping for a moment in your busy day to open that one out of a myriad of posts that vie for your attention in any given social media moment.
Hard Separating Friendship and Business
It can be a tough concept to digest sometimes. We think of friends and business as being in two completely separate camps and never the twain shall meet. We put on our business-person hats and behave in a manner that we believe makes us look and sound professional.
Well, I hate to break it to you, but all too often it just makes you sound dull and boring.
It’s a Noisy World Out There
People these days are being bombarded from every direction by sales offers and pitches to check out the next great thing, and the noise is deafening. And like any such noise, we either tune it out or move away from it.
We become very selective about who we allow to get through our barriers.
My Landline Phone’s Real Purpose
I talk about my landline phone all the time. Yes, we still have one, but I can’t say for how much longer. But there’s one very good reason why I’m not in a big hurry to ditch it. You want to know what it is?
Because it’s the number I give out whenever I’m asked for my contact information.
And I do that so I can ignore it.
Yup, my landline is my junk line. Usually I don’t even get up to look when it rings. My family and friends have my mobile number and anyone I want to talk to will either call my cell or leave a message.
But heaven forbid I pick it up and someone on the other end launches into a spiel about a product that they believe I must have. Note: They believe it. I have no reason to. My desires don’t even factor in. It’s not about me at all. It’s about what they want. I know they’re just trying to make a living, but I’m not obligated to participate.
Engagement is a Verb
The point I’m making is that engagement is so much more than simply trying to figure out how to get said engagement. If you market at all on Facebook and other social media sites, you probably think a lot about engagement, or lack thereof. We discuss it in terms of a thing, not an action.
But when it comes to engaging with our audience, it is action we must take. We must be engaging.
And that’s where writing to your best friend will help. Because the way you write to your friend to tell her to hit that sale before it’s over is likely very different from the tone you take when you’re sending a business email to your list.
Write to Debbie
When you sit down at your computer to write your next post or email promoting your product or services, remember Debbie. See Debbie. Write to Debbie.
And if you’ve been talking to Debbie on a regular basis about all sorts of things, and now you send her an email telling her about this great sale, she’s much more likely to check it out. She might even buy something.
Because her good friend told her it was worth looking into. Her friend told her all about it.
And she knows she can trust her best friend.
If you enjoyed this blog post and need a writer to write engaging posts for your site, why not hire me? Click here for more information. And let me hear your thoughts on this topic, by leaving a comment below. What posts and emails turn you off and which ones grab your interest? I’d love to hear about it.