I hope some of you got some real help from last weeks post about making a LOT more money in your service business.
I know that it may not have been what you expected, but the reality is…
…it’s often the SIMPLE things that make all the difference.
Anyway, this week I wanted to give you a huge tip that’ll make all the difference when you write any (and I mean ANY) advertisement.
It’s got to do with the writing style you use.
You see, you should write in a conversational style.
Or, to put it simply, you should write like you speak.
You see, when you read, you actually read the words aloud in your mind.
Its true! I bet you’re doing it now, aren’t you.
In fact, you see it most often when you get people who read out loud. That’s just an extreme example of what I’m talking about.
So it makes sense to write as though you’re talking directly to someone. Because, effectively, you are!
A conversation, as if you’re talking directly with someone is the most natural and effective way of communicating. And so, your writing should be exactly the same.
So chuck away your old English text books where you’re told the proper way to construct a sentence. Forget the teachers who told you that you couldn’t have a one word sentence. Rubbish!
And for goodness sake, STOP WRITING AND START TALKING!
The easiest ways to do this? Well, you can record yourself deliver a pitch over the phone. Or you can use my favourite which is to just say out loud what you’d say if you were talking to somebody about your product or service. And as you do, write it out freehand. Don’t worry about your handwriting, and don’t stress if you’re all over the place, writing in between lines, on funny angles or if your writing is virtually unreadable.
Just get it down.
And when you’re done, and you’ve tidied it up, there’s still one more thing to do.
Read it out loud.
Does it sound like something you’d say to someone if they were in front of you? If not, try again.
Did you trip over any words? If so, type in what your mind wanted to say. That’ll help it read more naturally.
Don’t forget, when people read you advertisement, it needs to be a smooth, natural conversation. They shouldn’t get confused about what you’ve said. And they shouldn’t struggle over any sentences.
So forget what they taught you at school about writing. All that matters is what John E. Kennedy said to A.L. Thomas of the Lord and Thomas advertising agency in May, 1905.
He said, advertising is “Salesmanship In Print”. And with these three simple words the former Canadian Policeman became the highest paid copywriter in the world.
And in the process, he revolutionised advertising forever.
Keep these words at the front of your mind next time you sit down to write your next ad.
Next week, I’ll touch on something I wrote a few weeks ago. Its basically about what happens in the first 3 seconds someone looks at your ad, and why you could be either gaining or losing the sale that fast!
And if you’ve ever run an unsuccessful campaign, this could well answer the question…WHY?
All the best
Hugh Thyer
www.salescomefirst.com
