Getting Personal, Marketing : iPedia

If you want to really connect with readers you need to act like, talk like and maybe even be a human being. Customers don't want to buy from big, anonymous corporations after all. They want to buy from other people. Preferably people they like. People they trust. People who empathize with them.

So, before you sit down to write, take the time to think about who is behind your copy. Who are the words on the page or the screen going to be attributed to? Whose voice and image and attitude and style and reputation are going on the line? If you're

Now, you might choose to make the speaker the company. To say things like "We at X corp care about you." But "we" is an anonymous word. "We" doesn't have a face, a reputation or any real credibility. "We" is unspecific, wishy-washy and weak.

Whenever possible, find an "I" to do the speaking. Founders, inventors, high ranking executives, celebrities and even satisfied customers can all make excellent "I's." By putting a real live person out in the forefront to actually talk to your customers you'll build trust, show a level of attractive vulnerability, and establish the kind of relationships that great

Writing may refer to two activities: the inscribing of characters on a medium, with the intention of forming words and other constructs that represent language or record information, and the creation of material to be conveyed through written language. (There are some exceptions; for example, the use of a typewriter to record language is generally called typing, rather than writing.) Writing refers to both activities equally, and both activities may often occur simultaneously.
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Chris Haddad is a copywriter and

Love is a condition or phenomenon of emotional primacy, or absolute value. Love generally includes an emotion of intense attraction to either another person, a place, or thing; and may also include the aspect of caring for or finding identification with those objects, including self-love. Love can describe an intense feeling of affection, an emotion or an emotional state. In ordinary use, it usually refers to interpersonal love, an experience usually felt by a person for another person. Love is commonly considered impossible to define.
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marketing wonk living and working in Seattle. Chris has helped companies large and small get closer to their customers and is a firm believer in the power of well-written, truly conversational copy.

Marketing, as suggested by the American Marketing Association, is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".[1]

Another definition, perhaps simpler and more universal, is this: "Marketing is the ongoing process of moving people closer to making a decision to purchase, use, follow...or conform to someone else's products, services or values. Simply, if it doesn't facilitate a "sale" then it's not marketing.
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Getting Personal

If you want to really connect with readers you need to act like, talk like and maybe even be a human being. Customers don't want to buy from big, anonymous corporations after all. They want to buy from other people. Preferably people they like. People they trust. People who empathize with them.

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