Persuasive Communication

Written by Robert F. Abbott

Continued from page 1

The link between product and consumer needs involvesrepparttar connection between features (whatrepparttar 108095 product does) and outcomes for users. Inrepparttar 108096 case ofrepparttar 108097 shampoo example, let's sayrepparttar 108098 product's features include a new moisturizer that makes our hair more attractive. In turn, more attractive hair means we're more likely to enjoy a busier social life. So,repparttar 108099 marketer who emphasizesrepparttar 108100 outcome or benefit (a more active social life) will sell more shampoo than a marketer who focuses onrepparttar 108101 product or its features (new moisturizer).

In non-sales fields that idea of addressingrepparttar 108102 needs of readers and listeners isn't nearly as well appreciated. Consider internal memos, composed and circulated by millions of well-meaning managers and supervisors. Many of them focus onrepparttar 108103 needs ofrepparttar 108104 manager orrepparttar 108105 organization, and not onrepparttar 108106 reader,repparttar 108107 person who needs to be persuaded byrepparttar 108108 writer ofrepparttar 108109 memo.

Would internal memos work more effectively if their writers focused onrepparttar 108110 reader instead of themselves? Would people making in-house presentations get better responses by building their pitches onrepparttar 108111 needs or aspirations ofrepparttar 108112 audience? I think so. The experience in sales has shown, overwhelmingly, that benefits outsell features (features beingrepparttar 108113 characteristics ofrepparttar 108114 product or service being sold).

When you next set out to send an important message, pause long enough to ask yourself whether persuasion is your goal -- either directly or indirectly. If you do want to persuade, then ask yourself if you've focused sufficiently onrepparttar 108115 recipients. That'srepparttar 108116 starting point for persuasive communication.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Each week subscribers receive, at no charge, a new communication tip that helps them lead or manage more effectively. Click here for more information:

Copywriting Is Not One-Size-Fits-All

Written by Karon Thackston

Continued from page 1

Of course, these are just a few. What was his response? “Now I feel stupid! Of course, there are several types of copy. I don’t know why I thought I had to have one particular kind for my site.”

From there we worked together to better understand his audience and create copy that would appeal to them.

Copywriting is not one-size-fits-all. I’m not saying sales letters don’t work. Like every other type of copy, they do, givenrepparttar right environment andrepparttar 108094 right product/service. What I am saying is you shouldn’t box yourself in by assuming you *have* to have a particular type of copy. Just because one style of writing works well with someone else’s site doesn’t mean it is right for yours. Just because another person is selling a similar product or service doesn’t mean you haverepparttar 108095 same audience… therefore it doesn’t mean you should userepparttar 108096 same type of copy.

In fact, there may be several different types of copy that work equally well for your site/customer. After all, diversity is part of advertising. Takerepparttar 108097 time to investigate your product, service, and customer then research copywriting styles. When you do, you’ll likely discover that you have several options. Test those options in order to findrepparttar 108098 one that pullsrepparttar 108099 best response. *That’s*repparttar 108100 type of copy that works best for your site.

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at

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