Business Writing: When Not To Be Professional

Written by Lisa Packer

Continued from page 1

With that in mind, here are some tips to help bring your writing back “down to earth”:

1.Picture your prospect. Get a mental picture ofrepparttar one typical person you’re writing to. If you have to, get a real picture from a magazine or even your family album and tape it to your computer screen as you write. Then write like you’re talking to that one individual. 2.Read your copy out loud. If you stumble over anything, so will your reader. Rewrite until your words flow smoothly and sound natural. 3.Read your copy to someone else. Preferably a group of people. If, when you are finished, they tell you what a great job you’ve done, you have failed. You’ve succeeded when they ask you how to get what you’re writing about.

Never be afraid to be personal in your ads, web pages, sales letters – any time you are communicating with a prospect. Make it sound like you are actually speaking to them.

If you still want to “look professional”, userepparttar 136300 money you make and go buy some nice business clothes!

Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" is an independant copywriter and marketing consultant. For more helpful articles like this one, visit

5 Ideas for Writing Effective Sales Letters

Written by Alexandria K. Brown

Continued from page 1

4. Point out a fear or problemrepparttar reader may have.

"You may feel safe in your own home, but did you know that burglaries are onrepparttar 135965 rise in your neighborhood? This may berepparttar 135966 ideal time to install that home security system you've been thinking about."

This method may seem sly, butrepparttar 135967 advertising industry has been doing this to us for years. Remember how Listerine convinced all of us we have "halitosis"? (It'srepparttar 135968 clinical term for bad breath, but it sounds likerepparttar 135969 plague!) Direct marketers call this "pushingrepparttar 135970 "touch" button. This method isn't appropriate for all topics, but you'd be surprised at how many situations you can use it in.

5. Mention someonerepparttar 135971 reader knows.

"Your friend *Jenny Smith* told us you could use a little 'R&R.' That's why we're inviting you torepparttar 135972 grand opening of our new 'Bath and Beauty' Web store, featuring home spa products to help you relax."

If you operate a referral program, this is an extremely effective way to reach out and touch your prospects. I wrote a letter using this format for a prominent day spa in New York City, and it generated quite a bit of attention. Why? The reader immediately seesrepparttar 135973 name of someone she knows —repparttar 135974 letter makes an instant, personal connection.

(TIP: Ask your clients forrepparttar 135975 names of a few people who may be interested in your products/services, offering them an incentive if those people respond. These types of referral programs take some time to generate, but they're worth it!)

One Final Note:

Remember that your number-one goal is to "hook" your reader right away! We're all bombarded with tons of e-mail and snail mail every day, so you have a limited amount of time to grab our attention.

Your best bet is to keep your e-mail sales letters within one or two computer screens, and your snail-mail letters to one or two pages.

(c) 2002 Alexandria K. Brown


Alexandria K. Brown, "The E-zine Queen," is author of the e-book, "Boost Business With Your Own E-zine," available at For *hundreds* more great tips like these, visit her site and sign up for her FREE weekly newsletter, "Staight Shooter Marketing." Don't miss the next issue - subscribe today!

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