Why ICO founders should not write the way they talk

There is a dating coach who goes by the name of Tom Torero.

And he’s repeatedly shared a contrarian bit of self-improvement advice.

It goes against all the Hollywood-inspired moralizing that men are given.

You also won’t find this in a women’s magazine, or even in Men’s Health.

But I believe this is Yoda-level wisdom, and very relevant for ICO marketing as well. Says Tom (I’m paraphrasing):

“Do NOT aim to be yourself. At least not at the beginning. Aim to be the best version of yourself.”

Here’s how this applies to ICOs and marketing.

Most ICO founders I’ve come across have two types of backgrounds.

One is business (eg. finance, investment banking, etc).

The other is software development.

Of course, the way these people talk reflects where they come from.

So the business-type founders tend to express themselves in corporate cliches and meaningless sports analogies.

While the developer-type founders tend to focus on technical, complicated explanations.

All of which can work, to an extent, if you talk to somebody in person.

But if these kinds of founders sit down to write a message, particularly a marketing message, things turn to rot quickly. (I think the same is true if you have to give a speech.)

Now, one of the tenets of direct response marketing is to write in a conversational, easy-to-read way.

And many experienced copywriters will tell you that the best way to do that is to write the way you would talk.

Some even advise you to record yourself speaking and simply get that transcribed.

Which might be good advice in general.

But probably not adequate if you are the founder of an ICO.

In that case, you should strive to write NOT the way you talk, but in a simple, clear, concise style.

This way, you’ll have a much better way of getting your marketing message across to potential investors, and reaching your hard cap down the line.

John Bejakovic

P.S. I have a software development background but now I do marketing. It’s taken me a while (and it’s still a frequent struggle), but I’ve gotten better at writing simply and clearly. If you want more of these tidbits of ICO marketing advice, written in a simple and clear way, you might like the daily emails I write.