Have you heard that people don’t read anymore, and you believe it? There are no more disheartening words than these to writers who value and revere the power of words. But the fact remains good writing is just as necessary as ever. Every website ever designed has at least some written words (If you find one without, I would love to see it.). Product labels, direct mail flyers, facebook pages, tweets, signs, business cards (need I go on?) have words on them. And according to Kevin Daum’s new book, ROAR! Get Heard in the Sales and Marketing Jungle, there is even a need for longer pieces of writing in business. On the dedication page of the book, Daum quotes Rudyard Kipling: “Words are, of course, the most powerful drug used by mankind.” Of course.
Daum identifies four types of buyers, who have different communication needs, but to meet them you’ll need the written word (even if you decide to record or film it instead of printing it).
- Wise Buyers make decisions on fact. They are curious and want lots of information. They’ll read articles, white papers, guides, even books.
- Cynical Buyers have been burned before and they don’t like being sold to. They hate those screaming, “make millions in seconds” sales letters. They need credible, honest, “behind the scenes” information. Putting it in writing helps.
- Simple Buyers know what they want and that’s all they want. Like Cynical Buyers, they don’t respond to exaggerated sales letters. They also don’t want to be overloaded with information. Don’t waste their time; get to the point quickly.
- Disinterested Buyers “aren’t aware of how your offering affects them.” You have to be creative, loud, and bold to get their attention. Then they will convert to one of the other types of buyers, with all the “word needs” of that type.
Reaching all these types of buyers will require a hierarchy of communications, from the short and sweet to the detailed and reasoned. All written, and some in writing.
Daum’s book is a short, fun read—and it practices what it preaches. If you have a train ride home or find yourself waiting for a friend who is late, this is an engaging and productive way to spend some time.
