Thursday, March 18, 2004 – In the latest edition of the I-Copywriting Digest, “moderator” Nick Usborne suggested that online marketers are becoming less and less personal online. “Why,” he asked, “are we retreating into that familiar territory of corporate-speak, when we would do better to step forward and touch our readers one by one?” I must say his commentary struck a chord with me, as I’ve always been partial to the school of “emo” copywriting. Show some enthusiasm. Express your emotions. Don’t be afraid to open up to your audience and connect with them personally. They’ll respect you for it. And respond affirmatively. That’s what I say. And that’s what I did say — for the most part — in a letter I wrote back to Nick (agreeing with him wholeheartedly), which reads as follows:
————————————————————————
March 17, 2004
Dear Nick,
I, too, have noticed that precious few online marketing initiatives today are written in a personal, conversational tone of voice.
But this doesn’t surprise me. Clearly, many of the so-called copywriters and authors who ply their craft on the Web aren’t well versed in the principles of direct marketing. If they were, they would know that an email or electronic newsletter provides them with the perfect opportunity to speak to their audiences on a very intimate, one-on-one level. That has always been the hallmark of the good, old-fashioned direct mail letter. Its strength lies in the fact that, ideally, whoever receives it is led to believe that it’s been written to him or her — a “dear friend” — exclusively. And, of course, the best-case scenario is that a relationship ensues.
The irony is that it should be even easier to make that connection in the online world, an environment in which more and more consumers are congregating daily. Given the right tactics, the Web can make your messaging almost impossible to ignore.
Unfortunately, those organizations that are “retreating into that familiar territory of corporate-speak” are taking a big step backwards and reducing their chances of future success as marketers. Their loss!
Not everyone who writes online is afraid to be themselves, however. At Yellowfin Direct Marketing, we’re going to great lengths to reach out to our constituency on a very personal level in a blog called A Fine Kettle of Fish. Featured on our home page, this blog is our way of harnessing the power of the Web to open ourselves up to the widest possible audience, one person at a time.
Sincerely,
Bob Cargill
Senior Creative Director
Yellowfin Direct Marketing
www.yellowfindirect.com
Follow
