Words Are What Sell
Looking for a way to attract more customers? The first place to start is with the words you use in your marketing.
Have you ever wondered, as I used to, what makes the difference between something considered junk mail and a letter or brochure that is read from cover to cover?
Well, considering for the moment that you've done your homework in terms of targeting your ideal prospect, there's a lot that can be done to reduce the mystery of what makes a marketing piece - or web site - successful.
A great salesman, Elmer Wheeler said, "The best looking merchandise won't sell without the intelligent persuasion of somebody's words."
Professionals who write marketing materials (called copy writers) will typically rewrite a piece dozens of times until they find the perfect words to convey the message they want. Certain words are powerful at influencing others. Take the word "courtesy". I learned early in sales that if ask someone for a courtesy, it is hard to refuse. For instance, when you want to talk to a busy person, simply ask for the courtesy of a few minutes of their time because it could prove a benefit to them. Usually you'll get the interview.
Take time today to re-look at your marketing pieces. Are they intelligently persuasive? In future lessons I'll talk more about persuasion with words and how to craft a winning message. Until then, remember...
Words are what sell.
Have you ever wondered, as I used to, what makes the difference between something considered junk mail and a letter or brochure that is read from cover to cover?
Well, considering for the moment that you've done your homework in terms of targeting your ideal prospect, there's a lot that can be done to reduce the mystery of what makes a marketing piece - or web site - successful.
A great salesman, Elmer Wheeler said, "The best looking merchandise won't sell without the intelligent persuasion of somebody's words."
Professionals who write marketing materials (called copy writers) will typically rewrite a piece dozens of times until they find the perfect words to convey the message they want. Certain words are powerful at influencing others. Take the word "courtesy". I learned early in sales that if ask someone for a courtesy, it is hard to refuse. For instance, when you want to talk to a busy person, simply ask for the courtesy of a few minutes of their time because it could prove a benefit to them. Usually you'll get the interview.
Take time today to re-look at your marketing pieces. Are they intelligently persuasive? In future lessons I'll talk more about persuasion with words and how to craft a winning message. Until then, remember...
Words are what sell.
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