Make Your Marketing Copy More Personal

by Michelle Salater on November 17, 2011


We’ve all heard the phrase you aren’t selling a product or service—you’re selling yourself.

Think of Oprah: most of us have never met her, but we all feel like we know her. Oprah likes this book? You download to your Kindle. Oprah says no refined flour? It’s out of most pantries in America.

The reason personality-based marketing works is because it allows us to build trust with our audiences. When your personality comes out in your marketing copy, your readers feel like they’re getting to know you. As that relationship grows, they start to trust you even if you’ve never met.

Here’s a look at how can build trust with your readers.

Show Your Face

Whether you include a thumbnail picture with your byline or post a portrait of yourself on your home page, simply showing your face to potential clients is a great way to start building a relationship. Consider Kendall Summerhawk’s website: the first thing homepage viewers see is her smiling face.

If you use photos, though, keep in mind that a picture is worth at least a thousand words (because of inflation): your facial expression, posture, outfit, hairstyle, and background can communicate volumes about who you are and what you do.

Use Video

When we see people in action, we feel like we know them. That’s why tabloids succeed: whether or not we like to admit it, we care about the lives of the rich and famous, because we feel like we know them from watching them in our living rooms for years.

Take a look at the videos posted on David Neagle’s website. After watching him for a while, you’ll start to feel like you know him. Listen to how the audience members talk to him with complete trust, even though most of them have never spoken to him before.

Tell a Story

Using story in marketing copy can not only keep readers engaged in your immediate message, but also help you build your online personality. Regular readers of your blog will learn your passions and pet peeves and start to feel part of an inside joke when you mention them.

Thanks to the magic of linking, new readers can quickly catch up on story lines or arguments you’ve been building over several posts, which draws them immediately into your fold. Notice how here, on Naomi Estment’s blog, Naomi posts about ongoing events in her life that readers can quickly catch up on and dive into through images and video.

Be Yourself

Your mom may have told you that it’s not polite to talk about yourself, but in the world of marketing you need to reveal enough of yourself that clients trust you. Be yourself, but be your best self; save the drawn-out dream summaries for your private journal.

What results have you seen from being more personal in your marketing copy and efforts?

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If you like this post, you might also like:

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  2. The Power of Strong Verbs in Marketing Copy
  3. 10 Web Copy Blunders to Avoid

{ 1 trackback }

Testimonials: The Effectiveness of Written and Video Testimonials
November 25, 2011 at 7:32 am

{ 2 comments… read them below or add one }

1 Naomi Estment November 17, 2011 at 8:31 pm

I love what you have to say here Michelle, thank you…and also for including a kind mention of my blog, along with these fabulous sites! You offer such a great example yourself of personalising your posts – much appreciated :-)

2 webcopywriter November 17, 2011 at 8:43 pm

 It was my pleasure to feature you, Naomi, and thank you so much for the compliment!

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