Tips for Better Writing
Never mind what you learned in English 101. By frustrating your English teachers you’ll make your CPA very happy.
1. Write just like you talk.
Use plain, easy to understand English. Nobody cares if you can use xenophobia and ostentatious in a sentence. Write almost like you’re talking to a buddy over a beer. So that means use contractions. Be friendly and personable in your writing.
2. Put passion into your letter.
Since you won’t have the luxury of seeing your prospect eye-to-eye to gauge their reactions you need to put extra passion into your message. Even if you think you are overdoing it when you write, your letter will end understated when it gets read. Get enthusiastic!
3. Write to one person.
Try to think of the ideal prospect as you are writing and make the message just for them. Even if your letter will go out to thousands of people -- every person will read it one at a time. Use YOU and YOUR liberally. Focus on them not yourself.
4. Never end a page at the end of a sentence.
Give readers incentive to turn the page and keep reading. Sometimes you may need to fiddle with margins to get this effect.
5. Keep your sentences and paragraphs short.
Keep your sentences and paragraphs short and simple. Period. Sentences can even be one word like that last one. And paragraphs should be no more than 5 or 6 lines. You want your writing to look easy to read with a lot of white space. Make it inviting. Long blocks of words are scary. Paragraph breaks do not need to be determined by content.
6. Indent your paragraphs.
This makes it easier to read and draws the eye into the paragraph.
7. Use plenty of compelling subheads.
Subheads should be like mini-headlines. Use them to break
up large bodies of text and to bring people back into the body of the letter. Also subheads should give a complete selling message by themselves. That way people who scan the letter can even be sold.
8. Use graphics.
To make long letters look easier to read and draw attention to your message, these
type of graphics work best.
B) Numbering: 1, 2, 3, etc.
D) ALL CAPS
G) ________ ___ ________________________________________
J) Yellow highlighter.
Your printer can use yellow ink to make it look like someone highlighted a portion of the letter.
9. Eliminate excess wording.
Simplify. Convey your message in a clear and concise manner — but remember that doesn’t mean keep it short.
10. Use action verbs whenever possible.
If you see too many as, is, was or were replace them. Sentences using action verbs are more powerful.
Here’s the rule I try to follow: The purpose of your first sentence is to make people want to read the second sentence. And the purpose of the second sentence is to make people read the third sentence, etc.
Keep that simple fact in mind whenever writing your letter.
A simple test for writing good copy is to read it out loud. Because the person reading your letter (or ad) will be reading to themselves in their mind. By reading your work out loud you’ll discover all the trouble spots and places where somebody could stumble.
Another simple test is to have someone else read it to you. Preferably someone who knows nothing about what your are selling (if you have a 12 year old boy or girl this is a perfect job for them).
When writing your message you want it clear enough so any 6th grader could understand it. Now you probably think your prospects are a lot smarter than 6th graders but nobody has time anymore to sit down and figure out what you’re trying to say — so keep your writing simple and straightforward.
Now, on to the body of the letter…
The Power of Direct Mail
Why Do not More Businesses and Practices Use Direct Mail?
The 3 Components of Successful Direct Mail
Who Are You Targeting Direct Mail?
The Secret to Selecting A Good List
What Kind of Lists Are There?
Working with Compiled Lists
Cloning Best Customers Using A Customer Survey
How to Get Survey Results?
Analyzing The Results
Working With A List Broker?
Direct Response Lists
3 Guidelines to Selecting Direct Response Lists
The Absolute Hottest List of All
The Copy and Creative
The Formula for Writing A Winning Letter
How to Create Good Direct Mail?
Headlines for Letters
What Headlines Should Do?
Headline Appeals That Last Forever
How to Make Advertising Pay?
How to Create Killer Headlines?
Tips for Better Writing
The Problem-Agitation-Solution Formula
The Irresistible Offer
Make Prospects Take Action Now
Expiration Dates Increase Response
Creating A Compelling Reason Why
Using Overlooked Assets
Holding Names Hostage in Computer
Birthday and Special Events
Using Preferences and Personal Details from Database
Keep Mailing Customer List with Reasons to Buy
Gathering Testimonials from Happy Customers
Bring Back Old Forgotten Customers
Getting The Message Delivered
The Secret to Double-Digit Returns
How to Use Testing for Breakthrough Marketing Results?
What Makes The Test Successful?
Understanding and Profiting from Customer Lifetime Value
How High Is High?
Testing For Maximum Results
What to Test?
Keep Doing What Works
How to Know What Works?
Working The Numbers
Action Steps to Maximizing Profits
The Power of Endorsements and Joint Ventures
Think about Who Has More to Gain Than You Do
Setting up The Deal
The Method to Madness
Tips for Better Writing
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