WRITING TO SELL (Part One) - Don't Wait! Say it Now!
Ever wondered why buyers aren’t using your coupons, don't seem to be impressed by your achievements, or aren’t aware of your work's unique qualities? Sometimes the reason is very simple. They didn’t see what you wrote! Here’s how to fix that.
(Helpful graphic goes here - if you like, you can view the full post with image at:
http://www.clavan.net/blog Otherwise, read on!)
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Do you watch “Project Runway” on TV? Toward the end of each season, there are four remaining designers who compete for a chance to be among the final three people who will show a collection at New York Fashion Week. All four finalists create a collection, but only three eventually make it to the official runway.
To decide who moves on, there’s a mini fashion show on the Project Runway set. Each designer displays a small sample of his or her collection. Based on that sample, the judges decide which three designers will go on to the final step. At Fashion Week, the winner of the season is selected from the top three.
One season, one of the last four contestants had a gorgeous gown that he decided NOT to include in his mini collection. His reasoning was that he wanted to save this spectacular dress for the finale at Fashion Week, so he could wow the judges there and win the big prize.
This designer was eliminated and therefore never made it to Fashion Week. When the judges found out about his hidden gown and saw it afterward, they told him that things might have gone differently had he revealed to them the full scope of his creativity, and made it perfectly clear that he was capable of producing such sophisticated, high quality work.
Impressive facts and figures are useless if no one ever sees them.
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PUT YOUR BEST FOOT FORWARD
Have you ever heard this expression? It means that you should lead with your strengths. What are the most impressive and persuasive points you can make? Go with those first.
Imagine that you’re applying for an administrative job at a lawyer’s office. In this imaginary universe, you previously worked for five years at another lawyer’s office, took off for a year, and are now back in the job market.
You’ve come in for the interview, and the person in charge hasn’t had time to read your resume. He asks, “Tell me about yourself.”
Does the following make sense as your response?
“I’ve spent the last year traveling in Europe and Asia because it was something I've always wanted to do and finally had enough money to do it. It was a great trip! I have two grown children, love working in my garden, enjoy golf and tennis, and also do a bit of fancy cooking.
I graduated from high school with honors, and also have a degree in social sciences from the state university. So I feel I’m well rounded.
Oh, and BY THE WAY, I have five years’ experience working in a lawyer’s office just like this one.”
This reminds me of another popular expression: “You should have opened with that." If you have something to say that’s a real winner—open with that!
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COMING UP NEXT: Writing to Sell (Part Two)
Learn the difference between good writing and good copywriting. See how sales and marketing experience - the secret ingredient in good copywriting - can give you a much-needed edge over your competition. Don't settle for something that sounds pretty! Demand copy that:
---Draws attention
---Speaks to the buyers you want to reach
---Focuses on the story you need to tell
---Communicates your work's unique qualities and value
We'll talk again.
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Need more? Free on Facebook: ongoing advice, critiques, professional guidance and support at The Copywriting Coach -
http://www.facebook.com/groups/copywritingcoachYou can also view previous posts on copywriting and basic English at: www.clavan.net/blog
