Effective Sales Writing - How to Communicate with the Power to Sell

Simply stated, sales writing is persuasive writing. For your marketing to work you must practice effective writing.

"Words are of course the most powerful drug used by mankind." Rudyard Kipling

Words Can Sell.

A great salesman, Elmer Wheeler said, "The best looking merchandise won't sell without the intelligent persuasion of somebody's words."

Yet if the secret was just words, anyone with a dictionary could do it. But like painting, which takes an understanding of your canvas, your paints, and your brushes, effective writing takes a little effort to learn. Unfortunately, too many sales managers and business owners think they can set down for 20 minutes between meetings and paint pictures with words.

But for sales writing to be successful persuasive writing it takes a focused effort to find those right words.

"The right word is a powerful agent. Whenever we come upon one of these intensely right words in a book or a newspaper,(or a web site - my input here) the result is physical as well as spiritual and electrically prompt." Mark Twain

There are words that generate an automatic response. Much like when your doctor hits you on the knee with that little hammer. You can't help it. You automatically respond and your leg jerks upward.

There are special words used for a variety of purposes just as a painter uses different brushes to give varying effects.

Such as words that...

grab your attention...

add power to your message...

make your service appear as the very best...

get people to take action...

get results...

arouse emotions...

reassure...

link thoughts together...

provide a guarantee.

Do your brochures, sales letters, and web sites have the power to get results? Give careful attention to the words you use and you can see a dramatic difference.

Major newsletter publishers know that effective writing can not be persuasive writing (which is what sales writing is all about) without paying homage to the importance of words.

Because of this, publishers will test different sales letters to see which will pull the most response. Yet, the only difference between them is typically the headline and introductory page or two. I know because I've worked as a sales writer hired to try to get a good sales letter to perform even better. I rewrote the introductions and lead in sections which were then tacked onto the body of the original letter.

These publishers who spend hundreds of thousands of dollars every year mailing solicitations understand the power of words. And they put their money into constantly improving the choice of those words.

But they don't do it blindly. They know there is a key element which is the determining factor of which words to choose. That element is the understanding of human nature.

So in the sections that follow I'm going to show you how to transform impotent ads, fliers, brochures, and more. It's almost unfair when you discover the secrets of human nature because you then can create irresistible marketing pieces which suck your targeted prospect into reading every word you write.

Before they're even finished reading they'll be eager to...

register,

sign up,

call,

go to your web site,

donate to,

or purchase your product.

Understanding human nature is half the job in sales writing. Peeking into your prospect's head gives you the tools to become a master of persuasive writing which then gives you the confidence to craft powerful marketing campaigns.

Effective writing is the fuel which makes your marketing work. And marketing that works is the engine that provides us with all those things we want in life - such as money and the time to enjoy it.

So, let's get started.