Building rapport is all about making a connection with your reader – an emotional bond. You have to tune yourself into their very thoughts and desires.
Sounds scary doesn’t it?
Just think about it for a second. Of all the sales people you have bought from over the years, where they caring, thoughtful, did they take an interest in you? Or, where they stand-offish, self-centred and uncaring? I think I can guess what your answer is.
If you can show your reader that you understand their concerns and fears they are far more likely to buy from you.
Of course, you need to know what your reader is concerned about. For example, if you are selling toys or games you can tune into parental concerns.
If that method is a bit tricky you can always flatter them. Let’s face it, everyone likes to be flattered and made to feel more important than they actually are. Show them how clever, important or beautiful they are and they’ll listen to you until the cows come home.
A quick tip to build rapport immediately is to use three small but powerful words “As you know” when mentioning a fact about their job or interests such as:
‘Dear Mr James,
As you know it takes more than just a good grasp of English to become a great sales writer.’
So remember – make a connection with your reader and they’ll love you for it.
Sally Ormond
Sally Ormond is a professional website copywriter, SEO copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. She can be contacted at +44(0)1449 779605 or online at http://www.briarcopywriting.com for any copywriting project you may have or for a complimentary webcopy analysis.
