Do you have a great new idea or product but remain unsure how to promote it in the market place? Mastering the art of persuasive writing is one sure-fire method to get your message across to the right people.
�Engage - Determine a simple message
It is critical to strike a balance between providing relevant information and arousing enthusiasm in your product or proposal. Too much dry information can destroy interest while too much hyperbole can be distracting. Put your key message into the opening line. Spell out the purpose of the communication upfront and then follow with the direct relevance to them.
For example:
I am writing to you to obtain the relevant information to (identify task).
In response to your enquiry about our services, we offer (summarise core services).
Writing business letters is E.A.S.Y
�Audience - Identify your target audience
Who are you trying to convince? What are the general characteristics of the target group, namely their age, gender, social status, location and education levels. Once you have determined the relevant criteria then you can tailor your message to complement their values, beliefs and attitudes.
�Sharp - Use clear and concise language
Once you have gained their attention make sure your advantage is not lost through poor written communication skills. The language used to sell your message should be straightforward and picture-perfect for a professional first impression.
�Yawn - Write and rewrite and write again
Avoid being too precious about your original thoughts. Be prepared to write multiple drafts until you get it right. It can be difficult to write simply and takes a lot of practice.
3 STEPS TO POWERFUL WRITING
Step 1: Ideas
Purpose of the communication:
Do you want to sell, or need, a product or service?Do you want to provide, or need, some information?Do you need some action taken?Are you seeking some specific help?
Who are you writing to?
Target audience:
Do you know them? Eg new or existing clientsLevel of rapport. Is it a personal or professional relationship?Would they understand the purpose of your communication?
Step 2: Structure
AEIOU formulae
Attract - Captivating introductory paragraph
Secure interest in the first instance to ensure people read your material.
Ask a question.
Do you suffer from...? Have you been affected by...? Would you like to...?
Create a desire
Imagine being debt-free...? Ever dreamed of a first-class world tour...?
Engage - Identify need
Quantify how businesses may benefit from your product or service or be harmed by failure to take action.
Leading companies recognise the importance of...
Profitable businesses cannot afford to ignore...
Idea - Provide solution
State how your product or service can resolve their problem in a simple and effective manner.
We offer personalised advice on...
Our expert sales team can show you how to...
Offer - State purpose
Clearly outline the intention of the letter.
We would like to offer you...
As a valued client you are entitled to...
yoU - Call to action
What do they need to do next? Lead the way for them.
We will contact you to make an appointment...
Call our friendly staff today to find out more information...
STANDARD LETTER SAMPLE
Date:
Addressee
Addressee's title
Business/ company name
Address Line # 1
Dear client's name,
Attract - STRONG INTRO PARAGRAPH TO CAPTURE ATTENTION
Clear, concise and accurate writing is the most effective way to boost interest in your business because it is typically the initial point of contact with new clients.
Engage - COST/ HARM IF NO ACTION TAKEN
Inferior writing skills can also be costly in terms of productivity caused by poor written communication between staff and management.
Idea - SOLUTION TO THE PROBLEM
Bridging that communication gap is critical and can be achieved by:
Improving writing standards among staff and managementImproving written information provided to new and existing clients
Offer - PURPOSE OF LETTER
Next month, we are offering a series of comprehensive training seminars teaching people effective business writing skills as well as providing tips on maximising content for websites and other promotional material.
yoU - CALL TO ACTION
Please find enclosed more information about the introductory courses or feel free to contact our friendly staff for more information about our services.
SIGNOFF
Yours Sincerely
Name
Title
Company
Step 3: Mechanics
Clear and concise language:
Does it make sense?Are there any grammar, punctuation or spelling errors?Have you used active speech?
Active versus passive writing
There are two main ways to write. Active speech is the most powerful and effective way to deliver a message due to its direct approach. Passive speech, on the other hand, is more descriptive and uses too many words.
Definitions
Active: The subject of the sentence takes direct action.
Passive: The subject of a sentence receives the action.
For example
Active voice: The customer placed an order.
Passive voice: The order was placed by the customer.
Active speech is more direct and uses fewer words to deliver the message.
Basic sentence structure
The basic structure of a sentence contains a subject + verb + object.
Subject: The subject identifies WHO or WHAT is doing the action in the sentence.
Verb: Refers to the ACTION that links the subject to the object in the sentence.
Object: The object is WHO or WHAT is feeling the effects of the action in a sentence.
For example:
At ________________, we (subject)offer (verb)high-quality professional service (object)at a competitive price.
6 tips to writing effective emails
Historically casual conversational language was acceptable in emails given the fast-paced nature of the exchanges. However, most businesses now communicate directly with clients electronically rather than on the telephone or in person so the etiquette relating to writing standards has changed. As a consequence, similar rules apply to writing emails as they do in conventional business correspondence.
Timing
Avoid peak email-checking periodsObjective mood
Attachments
Beware virus-phobiasSeek permission first
Layout
Follow conventional letter layoutOne point per paragraph; maximum 6 paragraphs
Subject line
Use 10 words or less to capture the reader's attentionCAP main pointInclude your company's name; easier to find archived emailsLeave writing it to the end in order to focus main point
Language
Imagine writing to a specific individual rather than group mail-outBlend professional and personable writing styleActive speech; short and sharp
Signature
Business logoBusiness tagline or quote
SAMPLE EMAIL TO CLIENT
SUBJECT HEADING
MEETING WEDNESDAY: Discuss exciting new product range
GREETING
Dear client's (first) name
PARAGRAPH 1: "I"INTENT
I would like to set up a meeting this week to discuss a new range of products (INSERT YOUR PRODUCT OR SERVICE HERE) now available.
PARAGRAPH 2: "We":HOW WE CAN WORK TOGETHER
We could use the time to see how the new products (INSERT YOUR PRODUCT OR SERVICE HERE) may benefit your business.
PARAGRAPH 3: "You":WHAT'S IN IT FOR THEM?
I am hoping you will discover from our meeting how the new products (INSERT YOUR PRODUCT OR SERVICE HERE) will work for you.
PARAGRAPH 4: CALL TO ACTION
Are you available to meet on Wednesday at 2pm? If not, can you please advise me of an alternative convenient time?
SIGNOFF
Regards,
Your name
Email signature
Business logo
Tagline
Contact details
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