Talk to Many as If They Were One

You might have tens of thousands or millions in your audience. But, you really talk to only one person at a time, and your words should come across that way.

When you write to faceless thousands or millions, it comes across as superficial as a TV commercial. We all know how meaningful TV commercials are in our lives … not.

Pick an audience member or imagine one person, and write to that person. Talk his/her language and reflect the person’s thoughts and feelings in your copy.

Can you imagine talking to a friend or colleague in the language and terms of a TV or radio commercial? It’s so absurd; it could be a “Saturday Night Live” skit.

Talk with your audience instead of talking at them. Whether F2F, in print, online or in broadcast, no one likes to be talked at. It’s a turnoff and is bound to suppress response rates because you’re not coming across as sincere or relevant. In short, write real. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at

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