One of the keys to selling products online is to somehow personalize your approach to the prospect.
Impersonal, sterile, boring sales letters and advertisements aren't attractive and convincing.
They tend to put the prospect to sleep. Unless the prospect is already sold and anxious to buy one particular product, he will not pay much attention to generic and faceless advertising.
On the other hand, have you ever noticed how friendly people attract a crowd?
Their demeanor and friendliness are compelling! They act like magnets for most of us because we like being around upbeat and happy, gregarious people.
Friendly people practically force us to let down our guard, to trust them, to be at ease when in their presence.
So here's the challenge: make the "voice" of your marketing message very personal and friendly.
Copywriters that can accomplish that feat will sell a lot of products.
They will draw prospects into their message. They will engage their readers because folks will be attracted by the style and language of the sales message.
I believe the popularity of the blogging craze has a lot to do with the fact that blogs are extremely personal.
The author displays his personality and hopefully his friendliness to the readers.
One of the difficulties of selling online is the fact that often a human face is not present anywhere in the sales process. We don't talk to or interact with another real live body at all.
Sometimes we may get a glimpse of a business owner at the "about" page of a web site; but other than that, we complete the sales, financial transaction, and product delivery without ever confronting or being able to speak with another person.
By adding some personality and friendliness to your marketing message, you help to humanize and personalize an otherwise sterile buying experience.
