Message & Media: How Many Ways Can You Say It?
When you’re writing to generate response, it all starts with finding ways to engage your reader in your copy and content. Reader engagement hinges on using the right words to build rapport. This kind of copy rings true with the targeted audience because it makes an immediate connection.
But how do you know which are the right words to use?
One technique is to say the same thing in different ways. Many different ways. You never know which will hit your readers’ hot buttons and snag their attention.
I know from experience this technique works across channels—from direct mail letters and self-mailers to emails, whitepapers, blog posts and website copy. Twitter, with its 140 characters, may be the one exception, because you don’t have the opportunity to repeat yourself.
So if you’re interested in making an instant connection with your reader (of course you are!), here are some tips for doing just that.
What I Learned From Writing About Polyester
One of my first assignments as a senior writer at Fingerhut was writing about polyester pantsuits. My copy chief suggested I find as many adjectives as I could to describe the polyester pantsuits I was selling. I made a list. It included words like fashionable, flattering, adorable, easy-care, easy-fit, slimming, good-looking and all-occasion. Then I did my best to work as many of these as I could into the letter and brochure copy.
Later, the marketing value of using this same technique was confirmed when I freelanced for a large national seminar company. Their marketing vice president gave me a challenging writing assignment that gave me great practice.