The Two-Word Phrase That’s Costing You Customers

Hello, this is Clay Collins. Welcome to this episode of the marketing show. Today, we’re going to be talking about the two-word mistake that costs you thousands upon thousands of dollars. It’s a mistake I see people making all the time. It hurts their business and it’s something that can be easily, and I mean easily avoided and it makes me infuriated every single time I see it.

So, what is the huge mistake? Well, the huge mistake is…

To label your prospect or the person who’s reading your copy by their role in your business. So, I see all the time. People will say things, for example, in a blog post, like, “I’d like to take the time to thank you, the reader, for reading this,” or, “for doing X, Y, or Z.”

See, this refrain, someone’s reading this, doo-du-doo-du-doo, they’re having this personal connection with you. You are referring to them as you. You’re talking to them like they’re in the room with you, and all of the sudden, you say that they’re reader. You label them by their role in your business and you let them know that they are one of a lot of people who’s reading that and you break that personal connection.

Another example, “I really want you, the customer, to know how important this is.” Anyway, by doing this, you hurt yourself in a lot of ways. First and foremost, you break…you just absolutely shock their cognitive frame and you break that personal connection. It’s horrible, right? They – they are in a mindset of being in a room with you, really connecting with you, and all of the sudden, you say, “You know what, you were the reader, right? You’re the customer? You are a person who this role in my business and that’s why I care about this. And that’s why I’m talking to you.”

Second, you define them by their role in your business. You’re saying, “I’m only interested in you insofar, as you are part of my master scheme and my master plot.” And this is just bad. You don’t want to do that.

Third, you let them know that they are one of just many people whose reading that piece of text or one of many people who’s watching that video. So, again, the written word or video, but particularly the written word, has the ability to take people to places that they normally don’t go. And if you’re really connecting with your prospect emotionally and you’re speaking to them in a way that’s moving them, and all of the sudden, you say, “Hey, you’re the reader, right? You are the customer? This is the label that I use to think about you, right?” You’ve really just broken that and you let them know that you are just speaking to a whole bunch of people. You’re not speaking directly to them and they’re going to feel like it’s less applicable to them.

So, in closing, I want to tell you when you are correct in writing copy that acknowledges that they are part of the group. You want to do that when there’s a limited availability for something and you’re asking for the sale, right? So, let’s say you’re offering a coaching program, or you’re offering a special boot camp, or there’s something where, maybe there’s only 50 spots, maybe there’s only 100 spots, maybe there’s only 1,000 spots and your list is like, maybe a million, right?

In that context, you might want to write something and say, “As one of the 200,000 people on my emailing list, I want you to know that there are only 10 spots available.” But you only do that at the end of the launch when you’re asking for the sale and when you want people to know that there is limited availability and that’s why they should act. And that is the only time that you should speak to people as if they are one of many people that’s receiving your message.

Anyway, I hope this has been helpful. Don’t let me see you doing this on your blog or in your copy. Don’t refer to people as their role in your business. Anyway, again, I hope this has been helpful. And I’ll speak to you soon.

Thanks for watching the marketing show and take care.