(815) 503-0286 matt@matthewlbrennan.com

Words and Numbers

There are numbers people and there are word people. But nobody really falls in love with a spreadsheet. We don’t read our children bedtime data.

Data and numbers have their place. They add credibility to your case. You will use them to build an argument and persuade. But alone, they won’t invoke action.

Emotion Invokes Response

Tell us how many starving children there are in Africa and we may get a little stirred up.

Tell us how far they have to walk for the tiniest morsels of food, or how long they have to go between meals and we’ve got one hand on our purses or wallets. Describe their emaciated condition and we’re donating.

This translates to your business…

Your Customers Have A Problem And They’re Frustrated

If you’re a gym owner, they know they need to get healthy, because inactivity leads to disease.

If you’re a restaurant, they need your high quality, fresh ingredients, because it’s healthier and they’re not receiving the “fresh” taste anywhere else.

You get the idea.

Tell The Story Of Your Company And Product

That’s how we truly connect. Your product was built and designed to fill a need. We all love stories. Here are some questions to answer when you develop your copy:

  • Who are you?
  • Why should we care about you?
  • What makes you different than your competition?
  • What problem does your product solve?
  • How does your product solve it?
  • Who is your ideal customer?
  • How can we buy?

The bottom line is that people love stories. The better you tell yours, the more your business will stand out from the competition. There’s no room for average when your customers are acting based on Google results. Average will not be shared on social media.

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.