If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.
– Roman Statesman Cicero
More than simply speaking to our audience, we need to connect with them. Roman orator and attorney Cicero knew that connecting at both a mental and emotional level with an audience, using their own language and lingo, was imperative.
His use of the word must in the quote above is telling—when it comes to persuasion, it doesn’t cut it to “try” or “attempt” to connect. You either do or you don’t.
Think Their Thoughts
Are you capable of seeing the world from the perspective of the prospect, rather than as a vendor? This may well be the number one determining factor when it comes to persuasion. Communicating with your readers in a way that embraces their own point of view is the key to winning their hearts and minds, while hoping to change their point of view can result in dismal failure.
Feel Their Feelings
What are the internal motivations that drive your ideal reader and customer? Are they more motivated by the fear of loss or the hope for gain? Are they concerned with themselves or a desire to protect their loved ones? Are they motivated to play it safe, or with leading the pack? Knowing these answers will be key to true reader connection.
Speak Their Words
This is the crux of the matter from a copywriting standpoint. Are you talking down to the audience, or speaking over their heads? Are you communicating with clarity regardless of skill level, or are you gumming up your copy with jargon in a misguided attempt to appear sophisticated? Above anything else, your readers must understand what you have to say in order to care about doing business with you.
Do You Really Want to?
The point here is not to belabor the obvious. You know you’ve got to make a connection with people for relationship marketing via blogging to work.
The real question is, do you really want to connect with these people? Week after week, month after month, will you maintain the desire to genuinely serve and speak to the audience you’ve identified?
If the answer is no, move on. As important as the reader is, you can’t fake the desire to be of service, and even if you can, you’ll be unhappy. Amongst all the focus on serving the reader, don’t forget that you’re not doing this solely out of the goodness of your heart.
Both business and blogging should be fun. Really. 🙂