Creating marketing copy that truly resonates is challenging. It’s easy to think you have to speak to everyone. You end up writing to a large, faceless crowd and ultimately speak to nobody with a generic message.
But what if you change your approach? What if you focused on one person?
Why Connection Matters More Than Ever
Your customers don’t want to feel like another number on a list. They want to feel seen, heard, and understood. A personal message is more likely to make a lasting impression.
Take a beat to think of your favorite brands. Why do you trust them? I’m betting it’s because they make you feel like they get you.
Focus on doing the same for your brand. Speak to one person in your messaging. Let your words show that you truly understand them.
Everyday Words Lead to Trust
When you’re in a one-on-one conversation, you naturally use clear, simple language. There’s no need for industry jargon or overly technical terms. You explain things in a way the other person can easily follow.
Complex language pushes your audience away. It sends the message, “This isn’t for you.” It also separates you from them, as if each complex word becomes a layer of bricks on a wall between you.
But when your words are straightforward and relatable, you build trust. You bring down walls between you and your customer. People understand your message and feel empowered to take the next step.
So the next time you start to write, ask yourself: “How would I explain this to a friend who doesn’t work in my industry?”
Understanding Inspires Action
When people feel seen and heard, they start to trust you. And that trust leads to action. When your audience feels that you understand their challenges and goals, they become more receptive to what you ask of them.
Whether you’re asking someone to download your free guide, book a discovery call, or make a purchase, start with this guiding question: “If I were sitting across from my customer, how would I reassure them?”
These Brands Get It
Here are a few brands that practice the art of speaking directly to their customers:
Shure: Featuring stories of touring musicians and podcasters who rely on their microphones, they show how their products become trusted tools for creativity and performance
Nike: Their storytelling centers around the dreams and challenges of individual athletes, creating emotional resonance
Universal Audio: Their campaigns focus on the passion and craftsmanship behind music production, connecting with both aspiring and experienced creators
So Make It Personal
You don’t need to address the world. Start with one person. Keep it simple and empathetic. Remember that marketing is about connection. Make yours unforgettable.
If you need help telling your brand story, creating, and implementing a content strategy, our free content guide is a great place to start. Download it here today.