“Telepathy, of course.”
So says gazillion-selling author Stephen King in his book ‘On Writing’.
What he means is this:
Writing gives us the incredible ability to plant a specific image in a reader’s mind from any distance (and any time, too).
And when biz-owners need to communicate with their ideal clients and customers, a little of that old mind-melding magic goes a long way.
It’s powerful stuff.
Even after centuries of exposure to the written word, this innate telepathic skill that WE ALL HAVE is still one of our strongest and most easily accessed tools for communication.
So when you want to project some of your personality, charm, expertise and unique value onto your target market’s brain…
(…basically, transmit all the good stuff that helps solidify you in their mind as their #1 solution to whatever problem ails them…)
…you should turn to your telepathic powers.
The White Rabbit
Midway through ‘On Writing’, Stephen King describes a table covered with a red cloth.
On it sits a cage, which in turn contains a white rabbit. On the back of the rabbit, clearly marked in blue ink, is a number 8.
“Do we see the same thing?” King asks the reader.
“We’d have to get together and compare notes, but I think we do.
There will be necessary variations, of course:
Some receivers will see a cloth which is turkey red, some will see one that’s scarlet, while others may see still other shades…
Decorative souls may add a little lace…”
To emphasise his point about telepathy, he says:
“We’re not even in the same year together, let alone the same room… except we are together. We’re close.
We’re having a meeting of the minds.”
‘A meeting of the minds’…
Without being in the same room as your prospect?
That sounds like a pretty direct way to communicate with the people who most want what you have.
And as King’s exercise shows:
Even though each of us interprets life in a completely unique and individual way, you can still form a strong, emotional bond with your reader when you transmit the right details to them.
For biz-owners, it’s the same in marketing as it is in fiction:
Your core messaging helps you position your product or service as a unique option, even if you operate in a crowded market…
The ‘Snapshots’ you choose to project onto your prospect’s mind are what help you emerge from the ocean of alternatives, so you can truly Sell Unique.
With this kind of telepathy, you’re looking to resonate with someone emotionally, not logically.
As King points out in ‘On Writing’, it’s not about listing dimensions, prices, and other ‘shopping list’ details…
While there’s a time and place for features and facts, if you bury your reader in too many bland details, “you’re not writing prose, you’re writing an instruction manual”.
As a business owner or marketer, YOU get to decide, through a combination of instinct and research, how you connect with people this way.
Sometimes it comes from your own personal experience –
From being deep in your reader’s world, living their problems and talking with them for months or even years…
Sometimes it comes from active research –
By mining for ‘voice of customer insights’ to see what resonates most with them specifically.
What if you don’t consider yourself “a natural writer”?
This isn’t about the size of your vocabulary – it’s about how you use it.
You don’t have to be the next Stephen King to communicate telepathically with your reader…
Just try using emotive words and phrases, especially ones you think your old English teacher wouldn’t approve of.
Can’t think of any long, impressive words to use to describe your offer?
Fine, use short ones.
They’re almost always better anyway, and you have less chance of confusing your reader out of a sale.
When attention is crucial, you don’t want to turn them off with unnecessarily fancy lingo.
Stephen King compares writers who do that to someone dressing their pet up in evening clothes…
The pet just looks embarrassed and the owner looks like an idiot ; )
How will you use YOUR telepathic gifts to bond with your ideal customer in your next sales message?
What image do you want to sear onto their brain?