What's In a Name?

Mortgage and Lending with KIM LAR INC

Personalized mailings were all the rage in direct marketing... back in 1975. 

They continue to be a staple today, online as well as off, based on the idea 

that no sound is sweeter than that of your own name.


Given my one or two experiences with hand-shaking, name-abusing car salesman 

over the years, I beg to differ. ("Larry, what can we do to get you behind 

the wheel of this beauty today... Larry?")


That doesn't mean personalizing a mailing doesn't work. Only that the same 

principle that made it a good idea decades ago has matured today. That is, 

using your prospect's name is a good beginning - but better is a stronger, 

fuller profile of what the customer cares about.


Think Amazon remembering past purchases and suggesting new ones. Think 

psychographic marketing, not just demographics. The baseline rule: The goal 

of getting personal with your prospect is actually getting personal, not 

just pretending to have a connection.


That said, one of the most popular pieces of copywriting advice you're likely 

to hear is to write your sales pitches in the second person. This doesn't mean 

developing a split personality at the keyboard. It means writing to the "you" - as 

in, your reader.


Of course, arbitrarily stuffing "you" into every sentence is no better than 

overplaying your reader's name. If it isn't genuine, it will irritate him.


The difference is often just a mindset. Really write to the "you" while you 

picture him in your head, and all the phoniness falls away.


Larry G Potter


Comments (1)

Pat & Steve Pribisko
Keller Williams Greater Cleveland West - Westlake, OH


I liked your post because it is short, to the point & it covered a topic that Realtors need to remember.

Mar 31, 2010 03:20 AM