I'm sure you have heard the candidates communicate their positions on certain issues either from the news "sound bites" or the debates. But have you really been listening closely to how they communicate their message? If you did, you might learn a lesson in writing compelling, people-centric copy. Here is a quick except from one of Hillary Clinton's Super Tuesday speeches..."After 7 years of a president who listens only to the special interest, you're ready for a president who brings your voice, your values, and your dreams to your White House."
I listened to her for a few minutes and the entire time she NEVER used the word "I". 
Great Communicators Select the Right Words
The next time candidate Barak Obama speaks, listen to this effective communicator. Obama declares "that this campaign is not about me it's about you" Here is a man running for the highest office in the land and he refers not to himself but to a "campaign of change". He states that "we are the hope for change." This is very "inclusive" language articulated by a candidate who speaks repeatedly of the need for change. Speaking of change - the Republican candidate John McCain will be changing his message as the "I am a war hero" message is self-focused. His handlers will be sure to morph the message to speak to America and not about himself.
BTW - As much as each one of these candidates would love my endorsement, I am withholding my pick until much later. And some of you had me pegged for a _______? (here is where you would insert democrat or republican).
The Finest Copywriters and Bloggers Work For Politicians!
Now let's think about this for a second. Some of the finest speech writers blog and write for these candidates. One time speech writer and political consultant Dr. Frank Luntz wrote a masterful book "Words That Work - It's Not What You Say, It's What People Hear" In his book Dr. Luntz effectively writes that the reason some political speeches resonate with people and are remembered while others are quickly forgotten is the way these candidates select and use their words to influence and motivate people.
So What Can We Learn From These Masterful Writers and Politicians?
Number one - your website copy, your articles and your blog post should be all about your site visitor and what's in it for them. It's not about your dog, your beautiful website or that you're the best thing since sliced bread. We poll people all the time in focus groups and the overwhelming majority say the real estate transaction "is all about me and my needs" (the consumer) and not about you (the real estate practitioner). Again, listen to the candidates, they will use "emotional words" that speak to your fears, your wants and your needs. With that said, now more than ever, your content must speak to your audience and their needs. Otherwise, expect to see your site exit numbers increase and your leads decrease.
Your comments are appreciated.
To your copy writing success,
Bobby
Bobby Carroll
Dakno Real Estate Marketing
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