April 17, 2007
Renowned copywriter Bob Bly knows the importance of answering that question for his readers. Here’s an excerpt:
Are You Like Me?
“One of the easiest — and most effective — copywriting techniques for bonding with the reader is to show that you are like him.
“For instance, you can simply begin the letter: “Are you like me?” And then list the things you believe you have in common.
“Another method: have the person signing the letter be in the same group as the person reading the letter, e.g., when writing to doctors, have an M.D. sign the letter.
“Why does this work?
“Because people like, feel comfortable with, and respond to people who are like them.
“Conversely, they don’t like, and want to avoid dealing with, people they think are fundamentally different.
“You know this to be true…”