Comments on: It’s Ocean Day in Japan - Connection http://www.shauneclarke.com/connection/ Copywiting coach and expert interview Shaune Clarke talks about direct response marketing, copywriting, expert interviews and more. Tue, 18 Nov 2008 14:56:09 +0000 http://wordpress.org/?v=2.5.1 By: Terri http://www.shauneclarke.com/connection/#comment-178 Terri Tue, 18 Jul 2006 01:44:05 +0000 http://www.shauneclarke.com/2006/07/17/28/#comment-178 Shaune, Thanks for another thought-provoking post. Professor Andrew (who I know truly misses me) once again proves that he "gets it" on a deeper level. I believe that even in a sales letter, who we are can shine through...thus keeping it real. In this manner, copy has a fighting chance to stay honest. My belief is that though it may be difficult at first to find our voice and reflect it in copy, once we achieve it, prospects will be able to relate to us one-on-one. I had the opportunity to sneak a peek at a manual that Shaune had put together during his network marketing days(37 pages of extremely valuable information, by the way). I was stunned to find that the principles he applies to his copy was something he developed with his one-on-one interactions during that time. The prospects are going to have emotional reactions while they’re reading, and we need to feel, prepare and deal with those emotions. That means our writing changes not just based on what we want to tell them, but what we just told them. That’s how it would be if we were sitting with them one on one. The tone of our conversation would be congruent with their reactions and interactions. Their responses. It’s the difference between intellectualizing it and internalizing it. It's no longer "pages to prospect", but "person to person". Whew! Now it's someone else's turn for the soapbox! -Terri Shaune,

Thanks for another thought-provoking post. Professor Andrew (who I know truly misses me) once again proves that he “gets it” on a deeper level. I believe that even in a sales letter, who we are can shine through…thus keeping it real.

In this manner, copy has a fighting chance to stay honest. My belief is that though it may be difficult at first to find our voice and reflect it in copy, once we achieve it, prospects will be able to relate to us one-on-one.

I had the opportunity to sneak a peek at a manual that Shaune had put together during his network marketing days(37 pages of extremely valuable information, by the way). I was stunned to find that the principles he applies to his copy was something he developed with his one-on-one interactions during that time.

The prospects are going to have emotional reactions while they’re reading, and we need to feel, prepare and deal with those emotions. That means our writing changes not just based on what we want to tell them, but what we just told them. That’s how it would be if we were sitting with them one on one. The tone of our conversation would be congruent with their reactions and interactions. Their responses.

It’s the difference between intellectualizing it and internalizing it. It’s no longer “pages to prospect”, but “person to person”.

Whew! Now it’s someone else’s turn for the soapbox!

-Terri

]]> By: Andrew Jaronski http://www.shauneclarke.com/connection/#comment-177 Andrew Jaronski Tue, 18 Jul 2006 01:02:07 +0000 http://www.shauneclarke.com/2006/07/17/28/#comment-177 I read your blog and suddenly understood it. I mean, I really got it. The barriers that get broken down when we create resonance - such as your ocean example, or anything else universal like naming beloved pets, bringing up exotic locations, sharing common experiences - can also remind prospects that you're human too. You become real to them and that much harder to dismiss out-of-hand. Naturally, what you have to offer must reflect that resonance and be genuine. Otherwise, prospects will see right through it as a ploy to get to their pocketbook. Worse still, if you have developed any kind of positive notoriety, "insincere resonance" is the fast track to copywriter's oblivion. Imagine prospects groaning, "Oh, it's that guy again" and filter you forever as spam. Shaune, I'd like to add that in order for resonance to truly work, it has to reflect who YOU really are. I can't explain it, but it shows up in your writing. If you believe, as I do, that everything has its own energy level, then it's a given... prospects will KNOW you love the ocean. Don't believe me? Just read some copy loaded with "insincere resonance". It won't feel right. Like eating that burrito that's been in your fridge for five (or was that seven?) days. Take care everyone and thanks for the soapbox. Andrew "The Professor" Jaronski ;-) I read your blog and suddenly understood it. I mean, I really got it. The barriers that get broken down when we create resonance - such as your ocean example, or anything else universal like naming beloved pets, bringing up exotic locations, sharing common experiences - can also remind prospects that you’re human too. You become real to them and that much harder to dismiss out-of-hand.

Naturally, what you have to offer must reflect that resonance and be genuine. Otherwise, prospects will see right through it as a ploy to get to their pocketbook.

Worse still, if you have developed any kind of positive notoriety, “insincere resonance” is the fast track to copywriter’s oblivion. Imagine prospects groaning, “Oh, it’s that guy again” and filter you forever as spam.

Shaune, I’d like to add that in order for resonance to truly work, it has to reflect who YOU really are. I can’t explain it, but it shows up in your writing. If you believe, as I do, that everything has its own energy level, then it’s a given… prospects will KNOW you love the ocean.

Don’t believe me? Just read some copy loaded with “insincere resonance”. It won’t feel right. Like eating that burrito that’s been in your fridge for five (or was that seven?) days.

Take care everyone and thanks for the soapbox.

Andrew “The Professor” Jaronski ;-)

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