Let’s be honest: Nobody likes being talked at. You know the type of person at a party who corners you, goes on and on about themselves, and never once asks you a question. You’re already plotting your escape while nodding politely.
Now, think about your last direct mail piece. Was it a two-way conversation? Or were you that party guest?
When it comes to mail, the difference between talking at and talking to/with your prospects is huge. One lands in the trash. The other sparks curiosity, builds trust and gets results.
The Pitfalls of Talking At
Talking at your customers is easy to spot. It usually looks like this:
- It’s all about you: “We’ve been in business 30 years. We’ve won awards. We, we, we.”
- It’s product-heavy and solution-light.
- It feels like a lecture instead of an invitation.
Bad Copy Example:
“Our company has been in business for 30 years. We have the best services, award-winning staff, and state-of-the-art equipment.”
That may all be true, but notice who’s missing? The customer. They’re left standing in the corner wondering, “Cool… but what’s in it for me?”
Read the rest of this story on Printing Impressions.
