Today I want to talk to you about last words. There are a lot of them, including “I now pronounce you man and wife, “Frankly my dear, I don’t give a damn,” and many others.
But in marketing, your last words take on a whole new meaning. They usually involve a call-to-action of some sort, trying to get customers to click, call, subscribe, register, or whatever.
Unfortunately, they often get tossed off with an uninspired “Click here!,” “Hurry, which supplies last!,” or “Spaces are limited–sign up today!”
The husband of an old friend died suddenly and very young earlier this week from a massive heart attack. He must have known what was happening to him, because the last thing he did was look into his wife’s eyes and say, “I love you.” Because they were heartfelt and personal, she will carry those last words with her forever, and they will comfort, inspire, and energize her in the decades to come.
Last words matter.
Which brings me to my point: In business, the last words of any email, post, or website can’t just be a throwaway, a handy verbal bow with which to tie up the content so you can get out of the office on time. They need to resonate personally with the audience, and comfort, inspire, or energize–just as those three last words, spoken in the early hours of Monday morning, did for my friend.