EchelonOne Consulting

When you write to a client about your business, do you approach it like King Kong or Rin Tin Tin?

We’ve all seen the King Kong approach to writing. “Me big. Me the best. Me the cheapest. Me the smartest. Me. Me. ME!” Businesses thump their literary chests and shout about their achievements from every rooftop.

While all that noise might catch a person’s attention, it certainly doesn’t engage them. Or make them want to buy from you.

Remember that great dog, Rin Tin Tin? Little Jimmy would be drowning in a river full of crocodiles. Rin Tin Tin would dash to the rescue and pull him to safety.

That’s what a potential client wants you to be…Rin Tin Tin saving them from that problem that feels like a river full of crocodiles.

Great business writing isn’t about you and what you can do. It’s about what your clients need, the problems that keep them awake at night—and how you can help clients solve them.

Put Yourself in Your Client's Shoes: If you want to use the Rin Tin Tin approach for your business message, first put yourself in your client's shoes.

• What burning problems do they need help with?
  
• How can you help them?
  
• What makes them say "yes" when they're deciding to purchase?
• How do your products or service stack up?

If you don't know the answers to those questions, ask. You'll be amazed at how focused and clear you'll become once you know the answers. Then write your message in a way that speaks to your client, never at them.

Do you have any favourite Rin Tin Tin stories you'd like to share?