The Client Letter
April 2, 2013
Way “North of Lake Wobegon”
Sunny 21 Degrees
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“… Jason is generally a very nice person. But sometimes, people do things that make Jason very angry.
Jason is working on this. He actually views it as quite an exciting opportunity for growth.
Until the point when he masters this part of himself, however, please be patient with Jason, he’d appreciate it very much… 🙂 “
***
If you think it’s odd to hear me talk about myself in third person, that’s about how it sounds to potential clients all across the world as they read the website copy of thousands of service providers.
In our business, relationships sell. Without a relationship with your prospective clients, you are most likely going to be viewed as a vendor. As I’ve mentioned before, “Vendorland” is not somewhere you want to be.
So it’s really important you do everything in your power to build relationships. And the quicker the better!
But talking about yourself like you’re not in the room doesn’t help build a relationship. That’s why I think writing in third person about yourself on your website is not the smartest option.
Here’s the thing:
Relationships can be built without even leaving your home.
There are various tools you can use. One of them is the written word.
In most service provider’s businesses, there are two key places where writing can move mountains.
The first place is on your website.
The second place is in your emails.
There are other places, but these two are the big ones.
Did you give the sales copy on your website deliberate thought? And whose priorities were in your mind when you wrote it? Yours? Your client’s? Or did you just look at what everyone else was doing and adapt that?
When you write emails to clients and prospective clients, what type of mindset have you created for yourself? Have you thought through this?
From my perspective, writing copy is about much more than the words you choose.
In fact, choosing the words becomes much easier when you get the “prework” right.
My hunch is that most service providers have no idea what this “prework” is or how to go about it.
Writing things in your business without understanding this is a bit like owning a high end sports car only to drive it around in first gear.
By doing that, you only realize about 2% of the potential joy that should come from owning a car like that.
I think that’s what a lot of service providers do with the written word. They see it as a bland, boring thing they have to do.
And they leave all of the magic and power of the written word unrealized in their business.
My intention is to help change that. I’ve been fortunate to have a front row seat at a movie (called my life) where I’ve been shown just how powerful WORDS and IDEAS truly are.
Most of my life these days is created through the power of these two things alone: WORDS and IDEAS.
And I’d love the opportunity to help you benefit from them as well.
We have about 48 hours left before the Selling Words webinar on Thursday night.
Writing sales copy has created a lot of good things in my life, and I’m excited to share the process for how you can use it as well. Also covered on Thursday is the “prework” I mentioned and why it’s so important to do BEFORE you write.
If this is a skill you’d like to acquire, then take a look at the details for Thursday night and get onboard.