Zen Of Internet Marketing

One of my favorite lunch spots is a place called Franklins Hoagies. It’s just up the street from me here in Coeur d’Alene Idaho. They make Philly Cheese Steak Sandwiches in a homey, diner-like atmosphere. The food is always hot but the conversation is even hotter!

I know everytime I walk in the place and belly up to the lunch counter, it’s gonna be entertaining. And the focus of the entertainment is the owner, Larry.

Larry has a personality the size of Texas. And funny enough, you love him… or hate him. There’s not much in between. (Although MOST of the folks there love him.) But the guy can polarize the room pretty quick.

Good old Larry has an opinion about EVERYTHING. And if you don’t share it… that’s ok… in fact all the better. Need to know why the cost of gas is soaring? Ask Larry. Who to vote for? Larry will surely tell you. He’ll hop up on his soapbox and give you a pitch on any subject.

And I love the fact he never harbors a grudge… even if you don’t agree with his point of view.

Just about every day… his place is packed to the gills. And they come there for Larry as much as the food! Just take a peek at his sign in the window (it reveals a lot about Larry.) It says

“Come on in and eat something before we both starve!”

Now there’s a lesson all you copywriters and online marketers can learn from Larry. He’s been in business almost 1/3 of a century… so it’s a good lesson.

OK, back to the lesson

How much personality have you seen in the hundreds of marketing messages you’ve been exposed to today?

Not many I’ll bet. But the ones that used it effectively will be the ones that come to mind.

But I’m sure the ads brimming with personality are easily remembered than some corporate schtick. If you want to make your ad’s more memorable, inject a little… even a lot of personality. Don’t be afraid to polarize your market. In fact, I’d prefer to cull the herd early on and make a stronger statement from the get-go because the readers who remain will be the most likely buyers.

I always say…

“If you try to be everything to everybody, you end up being nothing to nobody!”

Okay, maybe I swiped it from my long lost grandpa. But it has it’s loaded with personality, don’t you agree? The point is, add a dose of personality to your marketing (email, website copy, even opt-in pages). Make them memorable. You’re going to make some friends and infulence some people.

When you develop a percieved relationship, you may be shocked because

Friends buy from friends.

Most people live quiet, dull lives. You advertising can bring them some excitement! A relationship will be built. And when it is, you’ve built a fanatical customer base.

Ask any top direct response marketer… this stuff works.

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This entry was posted on Sunday, May 25th, 2008 at 12:01 pm and is filed under Copywriting. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.