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Bernadette Doyle

Let me start by apologising for that title. I can't believe I just put marketing and weapon in the same sentence. Because I don't think marketing is a war, quite the opposite in fact.

But I did want to get your attention, and the fact that you are still reading indicates that I was successful, so let's get going.

It's funny how a slip of the tongue can reveal things to yourself that you weren't even aware of? I had a conversation with a friend this week where we were discussing all the different elements that contribute to marketing success, and suddenly I heard myself say, 'You know you could take away everything in my business, the website, my subscriber list, my customers, my products, my courses, my contacts, my suppliers, my technology. Take it all, but just leave me with this one thing, and I know I could build a successful business all over again.'
'What is that 'one thing'?', I hear you ask.

The one marketing skill I prize above all others is . . .

 . . . (drum roll please) . . .

. . . the ability to write words that sell.

Let me add that this is a skill that ANYONE can learn, and I'm about to share with you some suggestions on how you can develop this skill, and watch your business soar as you do.

When you can write words that sell, your marketing worries will be well and truly over. A great sales letter will work for you 24 hours a day, 7 days a week. A sales letter can talk to one person or ten thousand. Having a well written sales letter is like having a super salesperson on your team who will never call in sick, never ask for a raise, and never defect to the competition.

1. The purpose of sales copy is to motivate people to act

Before you write a word, you need to ask yourself, 'What do I want the reader to do as a result of reading this?' Be really clear on your objective, and have one piece of literature for each objective. If your objective is to get a new subscriber for your newsletter, then you focus on that, and giving all the reasons why it's advantageous to receive your newsletter. If your objective is to motivate them to buy, then you are going to have to overcome objections and 'hold their hand' all the way to the point of purchasing and beyond. Giving your reader too many options creates confusion. So focus on your desired end result.

2. Write as you talk

You might be writing a letter for 1,000 people. But each of those letters will be read one at a time. The most compelling copy feels like an intimate conversation between you and a friend. So don't write as though you were giving a speech to a crowd. It's one on one. The trouble is people bring to the page all the 'lessons' they were taught at school about 'good writing' and can end up with a contrived formal tone. You can disarm your reader with a natural, conversational style. Write just as you talk!

3. Read, read, read.

One of the best things you can do to improve your own writing skills is read examples of other copy. What copy motivates you to take action? Can you figure out why? Instead of just junking the mail that came through my letterbox, I started studying it. I started reading between the lines to identify the underlying 'skeleton' that successful copywriters were using. My own copy improved as a result.

4. Watch the shopping channel

People laugh at me when I tell them to watch the shopping channels, but if you want to learn about the structure of successful sales presentations, then they have a lot to offer. In shopping channel world, they quickly pull products and presentations that aren't bringing in sales, so you can be certain that the infomercials you are watching are delivering results. Pay attention to how they set up a problem, then present the product as the answer to that problem. Notice how they use endorsements and testimonials. Pay attention to how the price is revealed, risk reversal such as guarantees, the special offers they entice you with to motivate you to act immediately. (But one tip, make sure your credit card is well out of reach before you tune in, otherwise you might find your living room full of home exercise equipment ;-)

© 2007 Bernadette Doyle

Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals. If you want to get clients calling you instead of you calling them, then get your free tips now at www.clientmagnets.com