That gorgeous Canadian communicator, Donna P, very flatteringly praises my latest podcast [blush] and then proceeds to ask the question that I too (and I’m guessing that most of us communicators get asked it) get asked at least once a fortnight:To which I can only reply:
1. Flattery will get you everywhere!
2. You are SOOOO right about ALL you have written — the proverbial “WWIFM” rule is soooo prevalent in EVERYONE’S emails (mine included) because we all are guilty of banging off quick emails (time is short, pressure is on and deadlines are making that ‘swooshing’ sound as they whizz by).
I think also there is a very real fear held by some writers (myself included) in not wanting to come across as too ‘marketing BS’ in any correspondence.
The fine and subtle line in the sand is one where the needs and desires (even if unstated or unconscious), the psychologically-resonant emotional triggers that our audience has, are addressed and in some way met, but that we don’t cross over into overt, blatant ‘sales-speak’ and drive them away screaming.
A subtle line, not easily crafted without trial and error. Which is why, I guess, people hire us. If only some of our clients realised that there is no ‘magic bullet’, just craft, perspiration, inspiration and test, test, test.
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