Thanks, Seth, for part of the answer to our previous post’s question:
“The worst thing you can do is be boring and vague.
The second worst thing you can do is be boring and verbose and obvious.
The first goal of copy is to get you to read more copy.
The second goal is to tell a story that spreads.
And then, finally, to have that story get people to take action.”
We’ll take all that to the bank.
Also add, “No TechnoBabble” p. 37-50. Else how will people can understand what you are talking about?
Let’s assume the words “copy” and “first date script” are interchangeable for our purposes. In sales and marketing, the same principles work for getting people to read more, as work to get people to want to listen to more.
So here are our goals:
The first goal of your first date script is to get someone else to want to hear more.
The second goal is to tell a story – YOUR story – that spreads.
And last, to have that story get people to take action – like give you a referral, or ask for more info.
So here’s a way to start doing that.
If sales and marketing were a game, with rules as all games have, then here is Rule #1:
To accomplish that first goal above (i.e. get someone else to want to hear more), you are not allowed to come across like a seller. You cannot sound like a seller or you broke the rule and lose immediately. No one wants to hear more.
Here’s how to learn this rule. Say out loud your opening product or business script – whatever you use when someone asks, “What do you do?”
Listen to it as you or someone else reads it out loud. Does it sound like a sales pitch? If so, work with it until it doesn’t. You might call your cell phone and say it into the VM and listen to it.
If you break Rule #1 of the sales and marketing game, you’re out. We all know that, so let’s get that rule down first.
Want feedback on your opener from the readers? We’re a collaborative bunch, so click on “Comments” below and enter some of your “openers.” I’ll post them and the readers can vote and see if they pass that first test:
Does it sound like a seller talking? YES NO
Specify whether it’s your “business” or “product” (or combo) opener, OK?