A little while ago, I learned a new word:
“Nomophobia.”
According to the researchers at my alma mater, Iowa State University, it’s the fear of being without a mobile phone.
(Gasp! A cold sweat just ran down my spine just thinking about it…)
I’ll freely admit I suffer from this fear. If my left hand absently brushes against my pocket and doesn’t feel the comforting lump of my phone, I stop whatever I’m doing to think about where it is. (“Oh yeah! It’s here in my right hand!”)
And if you’re honest with yourself, you probably suffer from this debilitating fear, as well. At least to some degree.
I know my teenage daughter does. She got an iPhone earlier this year and she is constantly attached to it…
And you know who else suffers from nomophobia?
Your prospects. The architects and other building industry experts out there.
But that’s not the magic word I’m talking about…
Nomophobia is an important phenomenon to keep in mind. But it’s not the magic word you need to start using today. (It’s kinda’ hard to work it into your day-to-day conversations… I’ve tried)
I brought it up because you need to start picturing your prospects in the frame of mind they’ll often be looking at your communications.
Where they’ll be looking at your website.
Where they read most of your emails.
You guessed it. On their phone.
And what’s that mean? It means they’re by themselves.
Heck. Even if they’re on their computer with three monitors shining in front of them… They’re still reading your information by themselves. (except for that creepy guy in the next cubicle looking over their shoulder…)
“So what’s your point, Neil?”
My point is you need to stop writing like you’re talking to everybody. And start writing like you’re talking to one person. Make it a conversation between two people. Even if you’re sending your message to thousands.
You’ll find your messages connect with others more easily. And you’ll find yourself focusing on the other person needs a lot more.
Start using the word “YOU”
Here’s a game you can play with yourself — right now. To become a more powerful writer in 15 minutes.
Go through any ad, email or letter — your own or your competitor’s — and see how many sentences you can rewrite to make the word “you” the subject. (Aim for at least 2 or 3 sentences per page)
Did you notice? You’ve read “you” and its variations 30 times in this here short little ol’ email.
Go ahead. Start thinking “you.” Start connecting with architects (or whoever your prospect is) today.
Make it a great marketing day!
Neil Sutton