Call a spade a spade

Have you ever found yourself trying to impress potential clients with word wizardry? Perhaps you’ve heard yourself rambling on about how you ‘facilitate … utilise … implement?’

It might sound impressive. But, when you use this kind of showy, inflated language in your sales pitch, it simply switches people off.  A spade isn’t a ‘long-handled gardening implement’ – it’s a spade.

Whether you are networking online, tweeting on Twitter or emailing prospects, remember your aim is to connect with people first.  Once you’ve established a friendly bond with your audience, they’ll be more likely to buy from you.

5 of the best sales copy writing strategies:

• Short, simple words have more impact than longer, elaborate phrases. As soon as you use simpler words, your writing becomes more informal and friendly.  This doesn’t mean you’re patronising your readers or clients – it simply means you are speaking naturally… not hiding anything … being direct.   Sales writing is about connecting with people – talking their language and being understood.  Plain English is the key to achieving this.
• A conversational, friendly tone is more effective than a dry, formal style.  Try asking open questions; use contractions (you’re, haven’t); always imagine the person is sitting right in front of you.  Finding common ground is definitely a better strategy than keeping your distance.
• Establish a rapport with your audience by showing you are interested in what they have to say.   Make sure you identify with the reader; show you understand what concerns ‘them.’  All too often, business communication is marred by a ‘me me me’ attitude.  If your sales writing contains more ‘me, myself and I,’ you need to change it – now!   Remember, ‘you’ is the most powerful word you can use in sales writing because it allows you to focus on your audience’s needs.   Put the reader first – and they will be more interested in what you have to say.
• Use shorter sentences, rather than long-winded, wordy ones.  Short sentences are easier to read and easier to understand.  Aim for one clear idea in each sentence.   Be concise … chop out pointless words … and avoid using ‘that.’
• Do you sprinkle your communications with positive words?   Or do you sometimes fall into the negative trap?  It can be easy to write ‘your money back if you’re not satisfied.’  But, it’s not so easy to convince a prospect to buy if you’ve already sown a seed of doubt.

Follow these strategies and your readers will find you more appealing.  More importantly, they will have faith in what you have to offer and will consequently invest in you.