Copywriting Secret - Using Personality to Sell
Philly Cheese Steak Sandwiches in a homey, diner-like atmosphere here in Coeur d’ Alene Idaho can only be found at Franklin’s Hoagies. The food is always hot but the conversation is smokin’ hot!
I know everytime I walk in the place and belly up to the lunch counter, it’s gonna be entertaining. And the focus of the entertainment is the owner, Larry.
Larry has a personality the size of Texas. And funny enough, you love him… or hate him. There’s not much in between. (Although MOST of the folks there love him.) But the guy can polarize the room pretty quick.
This guy has an opinion about EVERYTHING. And if you don’t share it… all the better. Need to know who to vote for County Commissioner…. he’ll tell you. Like Muscle Car’s… well you better have a Chevy. His soapbox is always ready for him to hop aboard!
And whether you agree with him or not, you’ll still part friends.
The place is packed every day. The last time I was there, I asked a few folks why they came in for lunch. Besides the food, the most popular answer was: they enjoy Larry’s bigger than life personality. Even a peek at his sign in the window and it reveals a lot about Larry. It says
“Come on in and eat something before we both starve!”
What a character. Hey… this place has been going strong for 32 years… so you better check out this secret that will boost your copywriting and internet marketing chops!
So read this next part carefully.
If you’re like most of us, chances are you’ve been bombarded by several hundred ads today. See much personality in any of them?
Not many I’ll bet. But the ones that used it effectively will be the ones that come to mind.
But I’m sure the ads with the most are easily remembered than some corporate schtick. If you want to make your advertising more memorable, inject a little personality. Don’t be afraid to polarize your audience. In fact, I’d prefer to cull the herd early on and make a stronger statement from the get-go because the readers who remain will be more receptive to my message.
I always say…
“If you try to be everything to everybody, you end up being nothing to nobody!”
Okay, maybe I swiped it from my long lost grandpa. But it has it’s loaded with personality, don’t you agree? The point is, add a dose of personality to your marketing (email, website copy, even opt-in pages). Make them memorable. You’re going to make some friends and infulence some people.
When you develop a friendly relationship, you may be surprised because
When people “get” you… you become a long lost friend that people love to buy from
Most people live quiet, dull lives. You advertising can bring them some excitement! A relationship will be built. And when it is, you’ve built a fanatical customer base.
Ask any top direct response marketer… this stuff works.
Leave a Reply