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A Covert Marketing Technique You May Not Be Aware Of…

Hey Creative Entrepreneur!

I never thought I’d write this sentence, but here goes:

I’ve joined the TikTok machine. 😛

So far, the verdict is… it’s fun. It’s interesting. I kinda like it.

So, if you’re on the platform, head on over and give me a follow. If you’ve got some content up, I’ll follow you back. (If you’re a bot who thinks I’m “gorgeous” or wants to be my “sugar daddy I’ll make no such promise.)

It’s a hoot.

Here’s the link:

See ya there!

Beth 🙂

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A Covert Marketing Technique: Study how your potential customers speak.
Beth Ann Erickson

You need to speak directly to your reader. If you don’t do this, you’ll lose them.

So, here’s what you need to do:

First, understand that the average American reads at around the seventh grade level. This means you should forget using “million dollar” words. Understand that you certainly do not need to dumb down your message, just use terms that are readily understandable.

The general rule is this: write like you speak.

Don’t try to write in any kind of “literary style.” Just communicate in the same way you would if you were sitting at a table across from your reader and speaking to them.

This means you’ll probably break more than a few grammar rules. This means you’ll probably start more than one sentence with the word “and.” This means you’ll probably be accused of being a bad writer by your high school English teacher.

Read everything you write aloud. If you need to breathe in between a sentence, shorten it. If you stumble, revise. If your mind wanders while you’re reading, pull the excitement level up a notch.
But you must do more… you must also become an effective communicator.

You need to study how your potential reader speaks, and write using their style.

This means you get to become a chameleon, assuming the persona of your reader.

For example, if you’re writing a piece for an upscale magazine targeting professional businesswomen, you’ll use a different “voice” (using different terminology and jargon) than you would if you were writing a piece for the National Enquirer.

If you’re trying to sell fishing lures to avid sportsmen, you’d probably use a different voice than you would if you were writing a piece for PC magazine.

You’re a wise writer when you research your market thoroughly before submitting a piece to a publication. Read their back issues. Study their direct mail campaigns. Chances are, they’ve perfected the voice they use and you can jump ahead of a ton of wanna-be writers when you study their materials.
Ah… writing isn’t for the faint of heart, is it? It’s a lot of hard (but fun) work. And the writers who recognize this increase their chances for success.


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You can use any of these articles free of charge on your own website or zine. Just don’t make any changes and be sure to include this byline:

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Published inWriting Etc.