Posts Tagged ‘Sales Writing’

Flowery Language

For some business occasions, your power suit is appropriate wear.  At other times, it might look out of place.  And if you turn up in bling, resembling an extra in an Eminem video, you won’t be taken seriously anyway.

Copywriting is like this.  Sales writing can be dressed up or down depending on the audience.  However, if you overdo it, you run the risk of losing more than just your integrity – a potential sale.

In a previous blog post, I revealed what’s in a copywriter’s wardrobe and looked at the different ‘outfits’ a copywriter wears to write effective copy.  This post explores how your writing style must ‘fit’ with the target audience, as well as suit the purpose.

If sales writing wore clothes, some copywriting staples should be ‘worn’ every day.

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Ernest Hemingway

Who can forget Ernest Hemingway’s shortest story: ’For sale: baby shoes, never used.’  How can six words say so much?

Despite Hemingway’s literary background, many copywriters emulate his writing style as he applied a minimalist approach to everything he wrote.  Perfect for sales writing!

Whether you struggle with sales writing or just need to brush up your technique, it helps to be aware of the pitfalls.  So, instead of stressing about it, sharpen your skills … and practise!

Here are 30 copywriting gems to help you on your way to becoming a better sales writer.

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A writer's journey

An endless topaz sea stretches before me, with its mysterious reefs and silver sunbeam kisses. No footprint other than mine dents the sand. I follow a hermit crab’s sandy trail to the water’s edge, quilted with coral. Takamaka trees, tickled by a cooling Indian ocean breeze, line the…

For a moment, I forget I’m actually sitting at my slightly chaotic desk, looking out over the Weald of Kent, instead of sunning myself in The Seychelles. Escapism, I hear you cry? (Chance would be a fine thing…)

No, I’m delving into the deep corners of my imagination, drawing on memories, moments and dreams before I write some travel copy for a client.

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