How to Speak to Your Audience as Schooled by Dylan

Pretend Bob Dylan was a prospect of yours. A visitor on your website, a potential customer, a possible client or part of your “target market” as they say. Then he wrote, Don’t Think Twice It’s Alright.

Now, if you don’t know Dylan or this song, don’t worry about it, it really is alright. I have the lyrics and the lesson coming right up.

I’m using him, the modern rock poet, the giver of the title Rolling Stone, as the teacher in this post because he can show us a thing or two about how to speak to your audience in this amazing song of his.

So. He’s was a prospect of yours. Past tense because… well, you’ll see:

It ain’t no use to sit and wonder why, babe

It don’t matter, anyhow
An’ it ain’t no use to sit and wonder why, babe
If you don’t know by now
When your rooster crows at the break of dawn
Look out your window and I’ll be gone
You’re the reason I’m trav’lin’ on
Don’t think twice, it’s all right

I feel like I could end the post right here and that might tell you what you need to know about connecting with your audience. But there’s that part about “if you don’t know by now,” so that would be pretty rude. I want to teach you.

It’s like this: knowing who you’ll keep on your site and who you’re going to let go while you’re doing something else, that’s your job. More than anything, your writing is the gatekeeper for this. Interesting, useful, funny, whatever… it better be there to hold the people to you and show them that you care enough to try for their affection.

Do you like this? Do you like music? I hope so. If not… well, frankly that’s hard for me. But maybe you don’t know this song, or you hate Dylan, so I have another trick up my sleeve. You want to learn to master your copy, right? This will help you a lot:

Go through your last blog post or your homepage or your sales page and ask yourself: if Bob Dylan left you, exactly why did he? If you have a clear answer, and you’re okay with it, then we’re good so far. But if you have to sit around and wonder why that guy left…

It ain’t no use in turnin’ on your light, babe

That light I never knowed
An’ it ain’t no use in turnin’ on your light, babe
I’m on the dark side of the road
Still I wish there was somethin’ you would do or say
To try and make me change my mind and stay
We never did too much talkin’ anyway
So don’t think twice, it’s all right

See? He never knowed your light! You left him in the dark, and man, he bothered to come around and was wishin’ there was somethin’–

So what could you do or say to try to make Bob Dylan change his mind and stay? Well, possibly do more talkin’, from what he says here. You do need to check in. Some regular information out, via your blog posts or newsletters. And yet, Dylan teaches us that information out is not the only necessity to keep people near us.

Communication is a two-way street. He says WE never did too much talkin’ anyway. So, how about emailing, asking for opinions, comments… offering to help. Otherwise, you’re left with a rooster crowing and that wicked sarcasm. Don’t think twice what? And then…

It ain’t no use in callin’ out my name, gal

Like you never did before
It ain’t no use in callin’ out my name, gal
I can’t hear you anymore
I’m a-thinkin’ and a-wond’rin’ all the way down the road
I once loved a woman, a child I’m told
I give her my heart but she wanted my soul
But don’t think twice, it’s all right

Dang. That’s pretty serious. Point here is once you lose a prospect on the internet, especially if they were just checking you out for a little bit–you know, just surfing through, chances are pretty good you ain’t gettin’ ’em back. Temporary history deleted, poof, next. Read on…

I’m walkin’ down that long, lonesome road, babe

Where I’m bound, I can’t tell
But goodbye’s too good a word, gal
So I’ll just say fare thee well
I ain’t sayin’ you treated me unkind
You could have done better but I don’t mind
You just kinda wasted my precious time
But don’t think twice, it’s all right

Oh Bob Dylan, you do twist that knife, don’t you?

It isn’t alright and now we are left to think more than twice, for a good long time.

But it has done us some good. Today I looked at my own home page, where Bob Dylan’s journal words sit right at the top, and I ran myself through this test: I asked myself–could I have done better?

I fixed some things. I want to keep a few more wanderers from going down the dark side of the road and saying “fare the well” while I’m not looking.

How do you like me now? Let me know below. And if you’d like to learn how I edit my copy (and my clients) be sure to get my free ebook: Become a 30-Minute CopyMaster

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