Stacy Karacostas

Practical Marketing Expert, Business Lifestyle Architect, Speaker, Author
Seattle, Washington

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Get More Clients by Making Your Marketing Materials the Life of the Party

When you sit down to write your marketing materials, you’re really getting ready to have a one-on-one conversation with the person who’s going to read them.

Written Jun 07, 2009, read 2257 times since then.

Have you ever been at a party or other social gathering and heard people talking about a subject that’s important or interesting to you, so you jumped in and joined the
conversation?

Who hasn’t, right? Half the fun of social gatherings is getting involved in cool conversations. And who knows...You might learn something new or make new friends.

On the other hand, you’ve probably also had the less pleasant experience of being involved in a fascinating conversation, then having some (usually loud and obnoxious) person butt in with comments that aren’t even really on topic. Maybe they even
hijack the entire conversation.

Then what happens? Everyone who was originally talking starts finding excuses to drift away ASAP.

Of course, at every decent sized party there’s also almost always one person who spends the whole time talking about themselves, what they do, how great they are, etc. etc. ad
nauseum.

BORING! These folks can send you scurrying for the bathroom or another drink in a hurry.

Sheesh, who wants to listen to someone blather on about stuff that’s only important to them? And that’s exactly what these last two annoying people are doing.

This all probably seems like a no-brainer right? Because we’ve all been there.

What most folks don’t realize is that your marketing materials can have the exact same effects on your prospect. It just depends on whether they’re written to be an interesting conversation people want to join in…Or a pushy, obnoxious or boring monologue that makes them run away.

Because here’s the thing...

When you sit down to write your marketing materials, you’re really getting ready to have a one-on-one conversation with the person who’s going to read them.

It’s up to you to decide what kind of conversation that’s going to be…

• If you make it sound like your typical, formal, boring, all-about-me marketing, people aren’t going to stick around to read the whole thing.

• If you make it into a pushy, overbearing, hyped-up sales piece that talks only about what you think is important, few people are going to want to read it at all.

• But if you can slip into the conversation your prospect already has going on in their head—and add something interesting, useful or valuable—they’re going to want to hear
• everything you have to say.

So they’ll read every last word. And they’ll end up liking you and appreciating the information. In the best of all worlds they’ll even take action by getting in touch.

That’s why one of the best tips copywriters often give is to write like you’re having a conversation with a good friend.

Think about it this way...

Chances are you wouldn’t beat your friend over the head with your point of view (because that’s no way to keep friends around). But if you’d found something you thought would really help them solve a problem, fulfill a want or fill a need you’d be sure to tell them all about it. And you’d let them know exactly how it could help them and why.

That’s what your marketing materials should do too.

So the next time you sit down at the keyboard to write an ad, sales letter, brochure, Website text or whatever, don’t be boring or pushy. Instead, try to sound like the kind of interesting, smart, positive person you’d enjoy meeting and talking with at a party.

Join in on the conversation by letting the reader know you understand where they’re coming from. Then offer helpful advice and tell them what they can do to get, or learn, more.

If you’re struggling with this, instead of writing try recording yourself talking to a friend about your product of service. Then just transcribe the recording, do a little editing, and you’re ready to go.

Master this with your marketing and I guarantee people are going to want you to stick around. And once they get to know and trust you, they’ll end up becoming your clients or
customers, and possibly even your raving fans too.

Learn more about the author, Stacy Karacostas.

Posted by Merilee Lovejoy Ph.D., Seattle, Washington | Jun 09, 2009

Thank you, Stacy, for these useful marketing tips!
Posted by Jennifer Krauss, Livingston, New Jersey | Jun 09, 2009

Stacy,

Thanks for the excellent tips. I love your analogy to approaching your marketing materials as if you are talking to a friend. It really gets you in the mind set to communicate in a natural way. I love your writing style too!

jennifer
Posted by Stacy Karacostas, Seattle, Washington | Jun 10, 2009

Thanks for the comments you two! I'm so glad you found my article helpful, and that my idea on approaching more like a conversation with a friend hit home. Make your marketing human, interesting and dare I say fun and you're sure to get way better results!

Best, Stacy
Posted by Laura Lanzone, San Francisco, California | Jun 10, 2009

Thanks so much, I found your article very helpful. Writing promotional material is a nightmare for me- I'll take all the tips I can get!
Posted by Stacy Karacostas, Seattle, Washington | Jun 10, 2009

My pleasure Laura! If it would be helpful to you, I also have a free, 7-day e-course on copywriting you're welcome to take advantage of. You can find it at www.copyecourse.com.

Warmest, Stacy
Posted by Jack Young, Bellevue, Washington | Jun 10, 2009

Nice article Stacy! Great point of being 'personal'. And it was nicely written too!

best, Jack
Posted by Stacy Karacostas, Seattle, Washington | Jun 10, 2009

Thanks Jack! So glad you enjoyed both the content and my writing style. I do my best to keep these articles light, fun, and easy to understand.

Warmest, Stacy
Posted by Kate Phillips, Seattle, Washington | Jun 11, 2009

I like that approach, Stacy! It gives me a new window to look at marketing marterials through...

Thanks!
Posted by Jess Robinson, Bellingham, Washington | Jun 11, 2009

Stacy, thanks for the common sense reminder. Your analogy to party conversation is right on. Sometimes, in any conversation, it's easy to forget the perspective, "What's important to YOU?"

Well-written article.
Posted by Paula Bidwell, Santa Fe, New Mexico | Jun 11, 2009

Thanks. I had been doing that and wondered if I was making a mistake not using "hard" sell techniques. So, thanks again for your article. Paula NativeTalismanArt.com
Posted by Mark Spurbeck, Renton, Washington | Jun 11, 2009

Outstanding article Stacy! This article hit the nail on the head for me. I find myself writing marketing campaigns around what’s important to me. The take away for me is “write like you’re having a conversation with a good friend.” Thanks again for sharing! MS
Posted by Terry Thomas, Redmond, Washington | Jun 11, 2009

Agreed. The next step seems to be implementation. How to make it about them and their needs into what benefits you are able to bring to the table. Right? Thanks for giving us the thoughtful article.
Posted by Brad Miller, Chicago, Illinois | Jun 11, 2009

This also illustrates how you can market your services by commenting on forums. You can offer advise and provide expertise without "selling."

Forums like this are a great way to connect to potential clients by just joining in on the conversation. http://www.bradmillerdesign.com
Posted by Jeannette Cole, Laguna Niguel, California | Jun 11, 2009

Thanks for a great article. It correlates with the approach for social media marketing also. Really like your writing style- it is personal, engaging and very comfortable to read.
Posted by Sandra Watson, Seattle, Washington | Jun 11, 2009

Stacy - yet another great article from you! Love that you touched on the recording aspect of getting genuine conversation, that's what I do! It really helps to just let the ideas flow, and then go back and edit.
Posted by Violet Snow, Teaneck, New Jersey | Jun 11, 2009

Nice approach. Do you have any thoughts about press releases / web press releases / web press releases with video?
Posted by Marlee Huber, Everett, Washington | Jun 11, 2009

Oh my--this makes total sense since people buy from people they know, like and trust--so think about your friends who know, like and trust you and write to them. And the others who peek in and read your marketing material will sense the warmth of being among friends that they know, like and trust. Thanks!
Posted by Jill Koch, Grayslake, Illinois | Jun 11, 2009

This is great. Just yesterday a client and I were discussing this -- the concept of kicking off the conversation knowing and respecting where your reader is coming from. Perfect timing -- and thank you for putting it so perfectly! Jill http://www.kochcreative.com/
Posted by Jeff Caldwell, Bellingham, Washington | Jun 11, 2009

Well done, thanks for the advise!

Jeff

www.heatinggreen.com
Posted by Jo Ann McFarland, Round Rock, Texas | Jun 11, 2009

Thank you for a great article Stacy! Since selling a home is a such a personal experience for folks, I sometimes need a reminder. This was a wonderful marketing reminder for me....Jo Ann
Posted by Rachel Rausch Johnson, Portland, Oregon | Jun 11, 2009

Very Nice article, Stacy! I look forward to reading more of your posts.
Posted by Nancy Hill, Renton, Washington | Jun 11, 2009

Thank you for making me aware! Great article.
Posted by Stacy Karacostas, Seattle, Washington | Jun 11, 2009

Wow! Thanks for all the wonderful comments everyone!! I'm so glad this article hit home for so many of you. If you can put this one concept to work in your marketing it will make a huge difference in your results.

Violet, while PR is not my main area of expertise, and things are certainly changing in that world especially with online press releases, I can share the big rule of thumb I always keep in mind when writing them: conversational is good as it makes it readable, however, they need to be all fact, no opinion, unless the opinion is stated in a direct quote. Hope that helps...

Have a great day! Stacy
Posted by Yvonne Aileen, Portland, Oregon | Jun 11, 2009

Nice article Stacy. I always believe in being human in your writing. So many people make the mistake of talking out of their graduate degree thesis (!) instead of person-to-person.

I'd love to include your article on 800muses.com (http://www.800Muses.com ). Check it out and see if you'd like to be a Muse! It's free, great exposure, and a chance to network with some other human women. :)

Best wishes, Yvonne
Posted by Stacy Karacostas, Seattle, Washington | Jun 11, 2009

Hi Yvonne, Thanks for the compliment! I took a peek at your Website and would be honored to be one of your muses.

Feel free to repost this article as long as you include the attribution and link at the bottom. You can find loads more on my profile here as well, and if you sign up for my e-newsletter you'll get a fresh one you can use each week.

Warmest, Stacy
Posted by Madeline Bailey, Issaquah, Washington | Jun 14, 2009

I've been saying who is doing for marketing what I'm doing for accounting?

Here you are! You're making it so clear why the marketing that works, works. No one's been able to express this in words that someone like myself, who is not good at marketing, can understand. Good job!
Posted by Stacy Karacostas, Seattle, Washington | Jun 15, 2009

Glad you liked it Madeline. My goal is to make marketing make sense so it's not so confusing and stressful. Nice to know it's working! :-)

Warmest, Stacy
Posted by Lisa Giesler, Missouri City, Texas | Jun 17, 2009

Great advice Stacy! Many poeple including myself strive to make our writing sound professional, but making it seem authentic is often forgotten. I agree that it is so important to market the same as you would talk to a friend! It seems so much easier to talk than it is to write though :-)
Posted by Stacy Karacostas, Seattle, Washington | Jun 17, 2009

Hi Lisa, Glad my advice hit home for you. And it IS much easier to speak conversationally than write that way, at least in the beginning. That's why I often recommend recording yourself speaking then having that transcribed as a starting point.

With a little practice it becomes easy, and even fun, to write with personality. And it's so much more effective in your marketing.

Best, Stacy
Posted by John Clohessy, Beaverton, Oregon | Jun 18, 2009

I loved the article. I am not a marketing person, but I just finished making up some marketing brochures and flyers for our new business. After reading this, I am going back and redoing some of the content. I too like the idea of recording then transcribing. Thank you again.
Posted by Stacy Karacostas, Seattle, Washington | Jun 18, 2009

My plesure John! Best of luck!! Stacy