A course in persuasive writing should be required of every employee in America. Through a persuasive writing course you will learn the value of what you say and how you say it and the power it possesses.
If you can’t effectively think, write and say what’s on your mind you will not sell nearly as much as you could. Walk through any retail store and what do you see? Signs that say “Sale,” product facts like “Books” and “housewares,” and the many logos for the various brands representing the products offered.
As I see it, a powerful tool, copywriting is being ignored. Imagine your customers standing before your product or reading about your service online. What do they see? There are usually 3-5 bullet points and a feel-good paragraph of bias market-speak.
How can they make an educated buying decision? Where are the support materials? Media reviews, customer write-ups, testimonials, stories and convincers that the products and services you offer are the things to have. Why do you force your customers to find those materials outside of your business?
To win at marketing you must successfully interrupt, engage, educate and make a compelling offer???¦?ones your customers can???¦??t refuse! Through copy, you can tell stories that evoke the emotions they harbor and sell more. Without a command of writing you will never be able to tell stories???¦?? ???¦?Stories Sell. Facts Only Tell.???¦?4
Persuasive writing allows you to (1) get the attention of your customers (headlines), (2) stress the benefits your customers want, (3) establish creditability, (4) personalizes the piece to the reader, (5) set yourself apart from your competitors, (6) close each sale with powerful proven action getting words.
???¦?The secret of persuasion lies in our skillful use of action words.???¦?5 The verb is a secret weapon to the savvy marketer. Using verbs to describe the actions you want your customers to take then lead them to making that decision is the key to this secret. Make your customers active participants in your marketing pieces and they will follow through with that action you ask of them.
Teach your employees the power of copy, require them to write as part of their job description.
4 – Dan Kennedy
5 – Roy H. Williams