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08.27.09

Marketing Your Brand Through Conversations

By Stacy Karacostas

Have you ever been at a party or other social gathering and heard people talking about a subject that's important or interesting to you, so you jumped in and joined the conversation?

Who hasn't, right? Half the fun of social gatherings is getting involved in cool conversations. And who knows...You might learn something new or make new friends.

On the other hand, you've probably also had the less pleasant experience of being involved in a fascinating conversation, then having some (usually loud and obnoxious) person butt in with comments that aren't even really on topic. Maybe they even
hijack the entire conversation.

Then what happens? Everyone who was originally talking starts finding excuses to drift away ASAP.

Of course, at every decent sized party there's also almost always one person who spends the whole time talking about themselves, what they do, how great they are, etc. etc. ad
nauseum.

BORING! These folks can send you scurrying for the bathroom or another drink in a hurry.

Sheesh, who wants to listen to someone blather on about stuff that's only important to them? And that's exactly what these last two annoying people are doing.

This all probably seems like a no-brainer right? Because we've all been there.

What most folks don't realize is that your marketing materials can have the exact same effects on your prospect. It just depends on whether they're written to be an interesting conversation people want to join in...Or a pushy, obnoxious or boring monologue that makes them run away.

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Because here's the thing...

When you sit down to write your marketing materials, you're really getting ready to have a one-on-one conversation with the person who's going to read them.

It's up to you to decide what kind of conversation that's going to be...

• If you make it sound like your typical, formal, boring, all-about-me marketing, people aren't going to stick around to read the whole thing.

• If you make it into a pushy, overbearing, hyped-up sales piece that talks only about what you think is important, few people are going to want to read it at all.

• But if you can slip into the conversation your prospect already has going on in their head-and add something interesting, useful or valuable-they're going to want to hear

• everything you have to say.

So they'll read every last word. And they'll end up liking you and appreciating the information. In the best of all worlds they'll even take action by getting in touch.

That's why one of the best tips copywriters often give is to write like you're having a conversation with a good friend.

Continue reading this article.


About the Author:
Practical Marketing Expert Stacy Karacostas, founder of SuccessStream Sales & Marketing Solutions, specializes in taking the stress, struggle and confusion out of growing your small business. She's the author of the 2-page marketing plan workbook Putting Your Business on the Road to Success, and The Small Business Website Bible. Stacy also writes the fun and informative Marketing Junkie blog and Bright Ideas weekly newsletter. For more practical, business-building wisdom help yourself to a copy of her free report The 7 Deadliest Small Business Marketing Sins... Are You Guilty?

About InsideOffice
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