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Do your words mean business?
Follow these simple tips and see your sales
soar…
Every word that comes from your
company -- whether it is on a piece of paper, on a computer
screen or written across the sky, for that matter -- carries
with it your reputation and your customers’ (or potential
customers’) perception of who you are and what you can do for
them.
These words need to be as compelling as they are convincing, and
as clear as they are error-free. Follow these quick tips to tune
up your message and increase sales:
-
Sell “the sizzle, not the steak.” Customers buy
benefits, not features. Look at your message from the
customer’s point of view. Test it by asking, “so what…who
cares?” Your audience needs a compelling reason to do business
with you.
-
Know your audience and feel their pain. If you
don’t truly understand the needs and challenges specific to
those you are trying to reach, you will never be able to show
them why you and why now. If they aren’t convinced, they will
never become your customers.
-
Nix the abbreviations and trade terms. Stick to
the language that your potential customers use. Confusing them
is not good for business.
-
Stick to the basics. On that same note, keep it
simple. Don’t assume people know what you mean – tell them
clearly, succinctly, memorably and respectfully.
-
Show, don’t tell. Your goal is to paint a
picture so clear and so compelling that potential buyers will
see exactly how your product/service/expertise can benefit
them. It’s not enough to explain…you need to have them
picturing themselves becoming your customers by the time
they’re done reading or hearing the message.
-
One bite at a time. Break paragraphs into
easy-to-read pieces with bulleted or numbered lists, subheads
and bold type to let readers sink their teeth into smaller
bits of information.
-
Call them to action. Tell your prospects
specifically what to do next and how.
-
Kill the clichés! Read what you’ve written
aloud. Find overused words and delete self-serving claims that
may turn-off your audience.
-
Make them an offer they can’t refuse. Give
customers a reason to go with you NOW.
Allison Nazarian is president and chief copywriter of Get
It In Writing, a Florida-based company that helps businesses
nationwide harness the power of words to sell, inform and
publicize. Allison can be reached at 561-989-8555 or
anazarian@getitinwriting.biz.
Copyright© Get It In Writing, Inc. May be reprinted without
permission of Get It In Writing, Inc and Allison Nazarian if in
full, unchanged format and with complete attribution to author.
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