The Client Letter
July 9, 2013
The Northland
Cloudy 52 Degrees
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In the client business, it’s really easy to get stuck in your head twirling about in an endless stream of your own thinking.
It’s a tiring thing to do. But worse than that, it really limits your awareness of the condition of the people you are trying to help.
Not long ago, I presented a webinar about writing sales copy to sell YOU ( www.artofclients.com/sellingwords ). A good portion of the presentation was talking about feelings, and about getting a good understanding of the EMOTIONAL CONDITION of the person reading your copy.
Talk to a good copywriter and they’ll know that this is the foundation of everything.
Do you know what your prospects and clients are FEELING?
Do you know what unique mixture of emotion is present?
The reason this is so important is that feelings are what direct our decisions in life.
And the better in tune you are with this, the easier it is to speak/write to prospects and clients in ways that create impact.
If someone realizes that you understand how they feel, that creates a connection that is MUCH deeper than a thought.
And it’s a connection on which you can build a relationship over time.
In our society, we’re not really taught to pay too much attention to feelings. Expressing your feelings is portrayed as some type of weakness.
Of course it’s not a weakness, it’s part of being human. In fact, expressing your humanity is one of the most powerful things you can do.
But we’re taught to hide that.
Start to build an awareness of feeling. It will serve you well in your dealings with prospects and clients.
Every now and again, just pause and ask yourself, “What are they feeling?” “What am I feeling?”
The answers to those questions will help you make smart decisions.