Are You Relevant To Me?

That's mostly what your prospect is unconsciously asking themselves and this is exactly what I mean.

The print ad is located in my gym and most importantly, they know exactly who their talking to – which also means…

It doesn't work anywhere else. And it doesn't work for anyone else (a great thing).

If you're talking to everyone, you're essentially talking to no-one.

This is why the Gap owns Old Navy & Banana Republic. They're 3 different brands with 3 completely different sets of audiences. Being relevant to each, is communicating differently to each group of people and it's something you must do and understand. Being "relevant" to the individuals you're communicating to - describing the benefits your audience is going to get with what you're selling.

Remember… it's not about your company, product or service. It's about how this is going to benefit ME, and the kind of individual I am. 

It's the difference between hiring a writer or doing something yourself that says:

We've been making amazing widgets for over 100 years and are the premiere widget maker in Swahatcheemama River, UT.

And hiring a professional Copywriter that would scrap that, understand everything about your business and instead writing something like:

You make houses. You're picky about the materials you use, and so are we! Making more than just widgets that helps you get more work done in less time, we help you make a better house, and feel proud about the craftsmanship that goes into it.

See the difference?

QUESTION: Looking to both entertain and educate your next group or audience? Find out more about hiring me to speak at your next event.

Thanks for a great workshop, Jared! It was really helpful to have you share with us some of the basic principles behind good writing. Of course we will never be the amazingly creative copywriter that you are!

Also, appreciated you looking at our website and sending some of your pearls of wisdom our way!

-Kelli Lee, Business Owner/Event Attendee