Copywriting: Business Writing: When Not To Be Professional

Business Writing: When Not To Be Professional

Written by Lisa Packer

It’s time to write your next ad or brochure. Maybe some web content. You’ve done all your research, and you’re staring at a blank computer screen. You want to look good in print. You want to put your “best foot forward.” And, of course, you want to make a barrel full of money.

Well, you’re going to have to pick one, because you can’t do all three.

Not, that is, if “looking good in print” means sounding like an educated professional. Or using perfect grammar. Because unless all of your prospects are English teachers, they’re going to respond better to more natural writing – writing that reads like people actually speak.

Real people don’t speak like “professionals” write. (Neither, for that matter, do most professionals.) Real people use sentence fragments. They start sentences with “and”, “or” and “but.”

Every now and then they kind of trail off like…

One thing real people do not do is use big, fancy words when shorter ones will do. And neither should you.

Real people do not say things like, “I am committed to finding repparttar lowest cost alternative.” Why, then, would you want to be “focused on providing” it?

Copywriting that uses stuffy, complex language just doesn’t sell. You know what I mean: The verbose, impersonal, corporate-speak that sounds more like a mission statement (which nobody cares about) than a personal communication. The kind that strokes repparttar 136300 CEO’s ego when it should be stroking repparttar 136301 prospect’s.

5 Ideas for Writing Effective Sales Letters

Written by Alexandria K. Brown

Sales letters, sent via e-mail or snail mail, are an effective and inexpensive way to get your message out. Even if your letter goes out to thousands of people, it can give repparttar

feel of a personal communication — IF you write it in a direct and conversational tone.

To get your creative juices flowing, here are five tried and true formulas that can work for either e-mail or printed letters.

1. Tell a story — from either your point of view or a customer's.

Example: '"When I started my own business, I was very nervous about keeping my books. I'm not a numbers person and wanted nothing to do with it! Then I purchased 'EZ-CASH-BOOKS' software. Instantly, all my accounting "dirty work" disappeared. I gained instant peace of mind, and now I can focus on my real job — finding and keeping customers!"

Copy written in a story format has great appeal. By telling a short story that relates to repparttar 135965 reader's situation, you create empathy with her. People are also familiar with stories and enjoy hearing them (they appear daily in newspapers, magazines, TV, etc.). If your letter happens to be a long one, you can draw out your story for added suspense, saving repparttar 135966 outcome for repparttar 135967 end. (However, as we'll mention later, it's safest to send a short letter.)

2. Ask questions.

Example: "Have you ever stared at yourself in repparttar 135968 mirror and wanted to cry? If we told you we have a product guaranteed to help you lose weight while you sleep, would you be interested? And what if we told you this product sells for less than $30?"

Basic psychology dictates that when you ask a question, repparttar 135969 reader feels compelled to answer it. You're involving them immediately in repparttar 135970 issue at hand. Many effective sales letters ask a series of questions that are all likely answered with a "yes" from repparttar 135971 reader.

3. Offer something for free.

"Visit our Web site, http://www.ezinequeen.com, today, and sign up for our FREE biweekly tips for e-zine publishers."

Think of three free things you could offer right now. A free e-mail or printed newsletter. A helpful article, report, brochure, or booklet. A complimentary consultation or a discount on a first visit.

Cont'd on page 2 ==>