Tips For Effective Sales Writing Part 2

April 30, 2009

In the first part of this article, I talked about ways of fine tuning your sales and marketing writing and how big an impact it’ll have on your success.  Here are more ways of doing this:

7.  Use Enticement

When you write sales or marketing material, entice prospects to keep reading to the end by breaking off your writing abruptly.  For instance, on your website’s home page, for any articles linked there have a brief introduction to the article on the home page, or put the article’s first one or two sentences on the home page and break off the writing mid sentence.  This makes prospects more likely to keep reading.  I use enticement on my blog.  On the blog’s home page I include two to three sentences for each article, introducing the topic and why they should read the article, but I always break off this introduction just before I get into the details.  This ‘break off’ technique should especially be used for any lengthy writing for sustaining the reader’s interest.

8.  Write Sequentially

Your writing should have a consistent, logical sequence.  It should unfold like a tree.  As a tree starts with an acorn, your writing should start with a single, root purpose.  A tree has a few basic trunks, and so your writing should have a few basic points.  Jot down these points in point form.  These points can be the first sentences of each paragraph.  Then your writing branches out as each paragraph is developed just as a tree develops.  Using this tree method helps keep your readers interested in reading to the end because your thoughts unfold in a systematic, logical progression.  This tree method is a great method of planning anything including your website.

9.  Use Headlines

When you have lengthy paragraphs, break them up and interject headlines.  If you’re using the tree method this will be easy to do.  Your headlines will be a succinct summary of the first sentence of each paragraph.  In deciding whether to read an article or which parts to read, many people rapidly scan the article’s headlines for things that interest them.  So the more headlines you have, the more likely they’ll read at least part of your writing if not all of it.

10.  Use PS

Using a PS at the end of your writing draws as much attention as headlines.  Use your PS for emphasizing your most important points.

Learn more on improving all of your sales and marketing communications in my course Excelling In The Real Estate Profession.  This course has been approved by the Registrar, REBBA 2002 to qualify for 9 credits.

Filed under: Marketing Tips,Using Email For Attracting Buyers/Sellers

Tags: ad copy, communication, copy, email prospects, marketing copy, prospects, real estate education, real estate training, sales copy, write, writing