Can you write in such a way as to create an emotional bond with your reader?

Now there’s a question for you. You can probably guess that I am going to say “yes you can” otherwise this will be one of the shortest blog posts in history!

Building rapport with your customers is something that requires a bit of work and a lot of thought. I wasn’t born a copywriter, this was one of the many skills I have learned. It’s easy to connect with someone face to face, but when it comes to the written word things get a little trickier.

Show you care

Hey. I’m hired to write sales copy not get emotionally involved with my readers.”

Well if that’s your attitude then perhaps copywriting isn’t the career for you. A copywriter is a sales person – they just sell through words rather than customer interaction. If your copy doesn’t sell, you’re not doing your job.

If you still don’t get it, think back to all the sales people you’ve come across over the years. Some would have been helpful and bent over backwards to help you; others would have been disinterested. I bet I know which one you bought from!

By showing you they understood your concerns they built rapport with you. You began to trust them because they could see where you were coming from. They weren’t pushy; they listened, they gave advice and they took your order when you were ready to sign on the dotted line.

Find out their concerns

Of course, before you can create sales copy that shows you understand their concerns, you have to work out what their concerns are.

Put yourself in their shoes – you don’t have the luxury of being able to ask every customer, but what you can do is research to discover the most common issues.

For example, if you are writing sales copy for a bouncy castle or soft play company you know you can tune into the concerns of parents – is the equipment safe? what tests have been done? does it come up to recognised industry standards?

It only takes three little words

The fastest way to build rapport within your copywriting is by using three small but very powerful words:

“As you know…”

For example:

Dear Mr Brown,

As you know, it takes more than a good grasp of politics to be an effective Prime Minister…

As with all aspects of sales writing, it will take practice to master this. It’s almost a conspiratorial way of writing – you are whispering to your reader, telling them that you both understand this, they are intelligent and have a good grasp of the requirements…

Flattery will get you every where – especially when you are trying to sell. Confide in them, make them believe that you understand their fears and that they know how to overcome them.

Try it out in your next sales letter – see how you get on.