Dear Chase,
There are few things in this world that make us pay attention more than the sound of our own name.
It's one of the things I've used most in my copy over the last 3 years of writing professionally.
Someone's name. Someone's address. Someone's favorite food. Someone's high school teacher.
Some info you have access to, some you don't.
But if you have the information, you should absolutely use it.
I want to talk about the two main types of personalization you can use, how to use it, and why it's so impactful.
- Merge field personalization.
This is really just an owned-audience thing you can do. Email or SMS.
You can't do this with ads, social, or web, because you can't replace information on the page with information in your database.
That's why I love email copy so much.
For anyone in your audience who doesn't know, merge fields are the little boxes you type into when you opt into a newsletter like this one.
Once you enter your name and email, it gets stored in a database.
Then, when I say the magic words, I can call upon those merge fields and use them against the audience.
Everyone knows this, except for my friend probably.
They don't seem to know much. Kick them off your list ASAP.
Using someone's information keeps them paying attention, and it's a great way to make sure people read through an email.
my friend, my friend, my friend. I could do this all day.
Hope we all get the point.
- Avatar personalization.
This is a little bit different, and usually less fancy.
I know people like my friend love when we use the first type of personalization, but this one is much harder to pull off.
This is the type of personalization you get when you do DEEP research into who your customer is.
Reading deep into their pain points and their struggles. Getting super personal.
It needs to be so accurate that you're looking right at the person through the screen as they read the copy.
It hits home because every word you say is true, and they have no idea how you could have that type of information.
Let's say we're selling weight loss to women over 40.
These women don't just wanna lose weight.
They want to be respected and loved by their partner.
They want to NOT look silly while they bend over to put on their shoes.
They want to NOT get a rush of anxiety when they have to go to the beach with their kids and they have to wear a swimsuit in public.
They want to feel desired by people while they're out and look like they did when they were 25.
I only know this because I'm writing for an offer like this right now.
The pain points run deep.
And the MORE specific you go, the more personal it gets.
It's very powerful, and it only comes as a result of a ton of research and perspicacity.
Copy NEEDS to be personal.
It needs to feel like it's written to an audience of one.
Which it is.
I'm talking to you.
And my friend, too…if they're still paying attention.
See ya next week Chase.
Yours truly,
Alex.
Sent from my Mind Reading Machine 5000 that you bought me for my b day.
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