I love writing copy… it’s one of the things I love about my business, and it’s one of the top things I’m called upon to do for potential clients. (Copy goes way beyond “website copy”… it’s writing emails to seal the deal, crafting powerful proposals, writing sales scripts or responding to “issues” in writing… and gobs more “fun with words”!) Anyway, one of the top questions I’m asked – regarding the written word and how it impacts our business is this,
“How much is too much? How long is too long? How much is Enough?”
My answer is always something along the lines of, “Enough to inspire them to take (a specific) action. No more… and certainly no less will do.” (And no… I don’t get paid by the word. LOL.)
There was a time – in the days before I became a self-bosser – when I was called upon to testify in civil and criminal cases of either contested custody cases or those involving abuse against children. It was here… in this highly acrimonious environment … where I learned the power of words. It was on this training ground – cross examined by bully-ish attorneys – where I learned to be deliberate, a bit “scripted” and always prepared. It is also where I learned a bit about using words to persuade someone to do something or to take a certain action.
Here’s where this ties in to our business… and what we MUST know to be successful today. In civil court, there is a lower “burden of proof” demanded by the courts. What this means is that one side must only convince the judge that there is a “preponderance” of evidence indicating that the situation in question is true – or false. In other words, the evidence you present for your case must ONLY be slightly higher than 50% for a judge to rule in your favor.
THIS scenario is very similar to how business was allowed to work in years past… when credit was flowing, purchases were made quickly and without much thought, and Americans were enjoying a gluttonous heyday of purchasing power. All you had to do was submit enough “proof” that it was a good decision to buy from you…. just a smidgeon of proof would do…. THIS – ironically – is what I call the “dark ages” of sales and marketing.. because almost anything worked.. and we were allowed the dis-service of moving away from the foundation of sales relationships.
But, fast forward to today… and we operate in a more serious court of business…. where a much HIGHER burden of proof is required before each purchase. It’s much more akin to trying a case in criminal court, where the jury must feel your evidence proves your case “beyond a reasonable doubt”. THIS is – legally estimated at – proving your case to a reasonable 98% to 99% standard. MUCH different scenario, wouldn’t you say?
And this is where we find ourselves in business today. We need to persuade our clients that it is – beyond any reasonable doubt – in their best interest to work with us. And this new standard – brought on by our current economic situation – is to “blame” for longer sales cycles, more hesitant and demanding clients, and more accountability in each business relationship. Am I complaining? NOt AT ALL…. We are operating in the RENAISSANCE of sales and marketing. We are getting back to basics, and the companies that succeed wildly will be those – almost without exception – whose marketing is guided by relationships, integrity, and demonstrated (rather than simply spoken) value. This is good news.
Now back to the question at hand: How much is too much? How much is Enough? My answer remains the same… and I admit it is a BIT vague. But, the real “solution” or “action item” to consider is this: WHAT does your market consider convincing evidence or social proof? What do they need to know, see, hear in order to be persuaded to work with or buy from you? And where can you get this information?
Email me (womenwhowow@mchsi.com) to get your copy of a down and dirty report on SOCIAL PROOF… (P.S. It will already go out to Planet WoW! members via my newsletter tomorrow. To get on the list, just give me your name and email in the box at the top right of this page… right beside my picture!)
