It's Frankenstein time

It’s time for a callback.

Are you familiar with that term?

It’s from the world of comedy and is a reference to an earlier joke within the same set.

The callback here is “Jenny on the bed” from Monday’s email.

That’s right…

It’s time to talk about the 1 person you are writing to again.

We’ve talked about how to find the person and how to find the stuff they care about, so now we’re going to get into HOW to talk to them.

This is important because the last thing you want to do when talking (writing) to your ICP is come across as a weirdo.

When the vibes are off, everyone can tell.

Forcing it doesn’t work.

You have to create a conversational flow. Make it as close to a human interaction as possible.

Use specific language. Be relatable.

In short, you have to bring your writing to life.

You are Dr. Frankenstein, animating a page or Google Doc filled with a bunch of black squiggles.

So how to do this?

We start with getting visual.

Picture the person you are talking to

In your mind’s eye, find the individual person you are writing to.

Picture a conversation based on something y’all would talk about.

It's helpful to create cards for that person that lists the demographic and psychographic information about them.

Here’s some examples to help you get started.

Something like this can be extremely helpful if you consult before writing each time.

Be emotional

Think about talking to a friend.

You have energy afterwards.

Why is that?

Because being with them brought good feelings. Emotions.

It wasn’t just cold transactional conversation.

It was alive. Warm. Fun.

Do this with your writing.

Create tension.

Write about transformations.

Tell stories.

Think about how you’d tell Jenny about that crazy thing that happened to you this morning if she sitting across from you at a coffee shop:

• You wouldn't start with "In today's fast-paced digital landscape..."

• You wouldn't hit her with a wall of jargon

• You wouldn't try to solve all her problems in one breath

No, you’d talk about how your life was transformed (in big or small ways) based on what happened.

And you wouldn’t be worried about how you were saying it.

This is what you should aim for.

Here’s some tactical tips to incorporate this energy into your writing:

• Read your writing out loud

• Use contractions (you're, it's, we've)

• Include phrases that mirror your talking voice

Share stories and transformations that they’ll resonate with.

And that’s it!

Your words should make people feel something (and not a chatGPT feeling either).

Bringing as much as yourself as possible into the digital realm makes all the difference.

Talk soon,

Swanagan