Make Your Message Readable

OK. So you identified your target market.
You put together an irresistable offer.
Now you just have to communicate that offer to your market.

How?

That could take volumes to cover fully, but let me just give you the basics here. One of the most common mistakes I see in advertising and especially sales letters, is that the writer tends to write too stiffly. Is that a word?

Let me illustrate my point with a comparison.

You put two friends in a bar, having a conversation over a couple of brewskies, they have rapport... they are comfortable with each other and they can exert enormous influence with each other.

So why is it that when they try to write a sales letter, they get overly formal? Are they afraid that their high school English teacher is going to grade them? Harshly?

They tend to get boring. The English teacher would be happy; but their intended client will likely trash their message, without reading it.

Just write like you speak. A conversational style will sell a lot better than English term papers ever will.

Til next time.

Be sure and check out my website: www.jgilvary.com

John

PS. I'm co-authoring a book with 21 other marketing experts. Look for it this summer.