What marketers might learn from Tiger Woods’ apology

For the record, I don’t think Tiger Woods owes anyone an apology for his actions beyond his family, sponsors, or others directly affected by his actions.

And I’m not the type who gives a you-know-what about a celebrity’s personal life because, in general, I have little interest in celebrities.

But it was hard to escape news coverage of Tiger’s public apology.

From the “post-apology analysis” I couldn’t escape, Tiger seemed to get good marks for being honest and taking responsibility.

But I was more drawn to his delivery, not so much the content. Part of that comes from a 14 year background in the media… radio, to be specific.

If I had no other skill in radio broadcasting, I could at least claim to be conversational on the air. That’s a vital trait for anyone in radio where there are no visuals to supplement the message. It’s all in your delivery which affects whether people want to listen to you or change the channel.

So when I look at Tiger’s apology in terms of delivery, I thought it was lacking. To be fair, admitting you messed up big-time on national television – with the added pressure of your mom sitting in the front row – isn’t going to bring out the best in anyone.

However, I couldn’t help but think how much more sincere it would have come across – and, thus, had more impact – if he had simply jotted down a bunch of bullet points (I messed up, it was all my fault, I’m sorry, leave my family alone) and let his unfiltered feelings fill in the blanks.

In radio, we called that speaking from the heart versus speaking from the script. There’s a difference, and people can feel it.

As it turns out, his apology sounded the way it was probably created: very scripted, with input by any number of handlers, and no words left to chance.

This might be a stretch, but I think Tiger’s delivery can be a bit of teachable moment for marketers, especially those using long-form copy.

Do your promotions come across as stiff and written by committee? Or do they feel like a one-on-one conversation between you and the reader?

Recently, someone on Twitter mentioned the importance of using page 2 of a catalog for a personal letter. The same applies for a magalog. The letter may come from the company president or someone else in authority.

That letter can set the whole tone for the promotion. And when done properly, it can also provide insight into the company, helping the buyer to feel a deeper connection with the company and the product/service they sell.

It’s your chance to go “off script” and become a person the reader can really relate to. I might even go so far as to say it makes you and the message that follows more believable, or at least more worthy of being given a chance to make your case.

Yet it seems like some companies either don’t bother with a personal letter at all, or give it little effort compared to the main copy. That’s a mistake.

That letter is your chance to “speak from your heart” and let your prospects understand your passion and reason behind it.

Sure, that can also be done in the main copy. But many times that copy becomes a mixture of input from different people, the things you feel you have to include, and all the other ingredients that go into a successful message. And that’s assuming the reader invests the time in the main portion of your message.

Unfortunately, the personal element in the main copy sometimes gets sacrificed for the other “must haves” in the copy.

The “hello” letter, meanwhile, can be more personal. Usually only one page in length, it’s a quick and easy read.

It gives you a chance to let people know why they should even bother to start reading page 3 and keep going until the end. You’re sharing your passion without the sales techniques that are most likely going to be a part of your main copy.

It’s the feeling of someone sitting down across from you and saying, “In a moment, I’m going to share some exciting news. But first, let me tell you how I got to this point where I believe, with all my heart, that I can make a real difference in your life.”

A little over-the-top? Not really.

It’s what happens when you throw away the structure of a script to share your unfiltered passion for what you do.

Otherwise, your audience can get distracted if your message comes off as too scripted or too fake. It can happen in print just as easily as it can when someone is apologizing to the public.

People can sense when your message is real and has authenticity. That’s the value of a “Page 2″ letter. If you succeed there, the reader is more willing to give you a chance to tell your full story.