Is your writing drab and boring, or does your personality shine through? When you create a product, you’re putting a bit of yourself into it (if it’s any good). The personalization that goes into your product line will help endear you to your customers – it makes them want to come back for more.
People don’t just want sterile step-by-step information when they’re reading how-to books and informational products. They want to enjoy the read. You need to have your own style and voice.
If you hire a ghostwriter to create your product, make sure you go back through and use your voice within the text. Let me show you an example from the anti aging niche and you tell me which short paragraph is more interesting:
#1 – “When fine lines appear around your lips and eyes, you need to choose a face cream that will fill the creases and deliver a flawless appearance for you.”
#2 – “The first time I noticed crow’s feet and lip lines, I was mortified. Suddenly, I felt like I looked 10 years older. What I recommend is that you start moisturizing immediately – it not only plumps up the lines, but it eases your panic as well.”
People can relate better to the second option because those are feelings they can relate to. Whether you’re talking about pets, marketing, parenting, finances, or health – there are always emotions that go along with the problem they’re trying to solve.
At first, you might feel awkward making your product too personalized. You might think no one cares about your story, or that it seems unprofessional or detracts from the actual message you’re trying to convey. However, your story can help establish your credibility. Telling how you overcame an obstacle gives them hope that they can do it, too. Sharing mistakes lets them know you are human. And talking about how you achieved your successes is inspirational.
People also like personality – especially when they’re having to learn something. Be yourself and use a conversational style. You can figure out if your style is:
• Funny
• Sarcastic
• Nurturing
• Motivational … etc.
If you want to, write the product in a sterile tone initially, and go back through and add some personalization chapter-by-chapter. This way, you’ll rest assured that you’re not flooding it with too much storytelling and not enough hardcore information.
Injecting your personality and voice into everything you do helps to build your brand and creates relationships with your customers. They will feel as though they know you, and keep coming back for everything you do.
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