Ten Insights to Help Transform Your Communication

1. Listen.

Listen so you can hear what the customer is saying. Then hear what they’re not saying. Then hear what they’re afraid to say.

2. Copyjack.

Steal straight from the mouths of happy customers. Call them. Ask them questions. Listen. They’ll say it better. The closest to the customer always wins.

3. Find the selfish benefit.

Great communicators never forget how people work. We all strive to survive. To be admired. To succeed, to love. To protect what is ours.

4. Nail the headline.

Five times as many people read the headline as the body copy. Hook them with the headline or they won’t bother with the rest.

5. Tell a story.

We are wired for closure. Start telling a story people listen to the end. Story can help your audience understand and remember what you’re communicating. And why it matters.

6. Be specific.

Non-specific copy is a red flag. It shows a lack of substance. It shows fear of making a promise. People sniff out and reject puffery. Give them the real details and they’ll appreciate the honesty.

7. Address objections up front.

Is it too expensive? Will it work? Is the quality good? Will it take too long? Don’t hide from your customer’s objections. They’re gonna ask—you should answer.

8. Always give proof.

Proof is one of the most important tools in your toolbox. Case studies, testimonials, press, social shares, research. Results. Give people proof. It’s reassurance you can help them too.

9. Write it backward.

Rewrite a simple, straightforward line to make it memorable. Make it weird. A bit nutty. Make it a slap in the face—make it sting. Rewrite it so it’s backward and upside-down.

10. Show, not tell.

Help your reader experience what you’re saying through actions, feelings, and visuals. Not just baseline descriptions. Don’t tell me you’re a comedian. Make me laugh.

11. (bonus) Always give more than you take.

You can help people or you can use people. When you give freely, the world will notice.