Copywriting Secret - Using Personality to Sell
Million Dollar Mike Morgan
I love this hoagie place a few blocks from my office called Franklin's Hoagies. They make a pretty killer cheese steak... but the best part is the people who eat there.
The guy who owns the joint is named Larry... and he slays me!
Larry is expert at polarizing the patrons. His big persoanlity just oozes. (And even if you hated him, you'd still grab a hoagie... they're that good.)
He always has an opinion, even if you don't care about it - or agree with it. And if you disagree, even better. Need to know why the cost of gas is so high? Ask Larry. Who to vote for? Larry will tell you. He'll hop up on his soapbox and give you a pitch on any subject.
And I love the fact he never harbors a grudge... even if you don't agree with his point of view.
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!"
Gotta love a guy like Larry, because his lesson will hone your copywriting and marketing chops. (As proof, I'll submit that Franklins Hoagies has been in business for 32 years.)
OK, back to the lesson
How much personality have you seen in the hundreds of marketing messages you've been exposed to today?
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.
You see, I have this old saying...
"When you try to be everything to everybody, you'll 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.
You may just get a shocker 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.
Just try it and see. I'm not making this up... look around at some of the personalities online. Guy's like Matt Furey clean up with this technique. Now you can too.
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