If you’ve attended any of my sales-focused workshops (or are an active reader of this blog), you know that quality writing is a vital part of successful selling. I believe that writing is an art. Some people have a natural gift for it and others don’t. Fortunately, we all have the ability to improve our writing skills if we put in the time.
If you’re looking for practical advice on how to write, particularly in the context of sales, I recommend picking up a copy of Write to Sell: The Ultimate Guide to Great Copywriting, by Andy Maslen. Through real-world examples, Maslen teaches how to write effective advertising copy that motivates your readers to take action (hint: your audience should be the focus, not your product or service). While this book is geared toward written advertisements, the concepts covered apply to all forms of sales writing. I highly recommend this book for anyone whose success depends on effective written communication.
Here’s a summary from Amazon Books:
“We live in a world that is increasingly text-dominated. As a result, in sales and marketing, appealing to your customer through the written word has never been more important. Yet sales writing tends to be the overlooked part of the marketing mix. In fact, it has been proven that original and inspiring sales copy can have a longer-lasting impact on target audiences. Write to Sell is a concise, inspirational and practical guide to creating words and copy that will help you to sell, sell, sell! Now fully updated, this bestselling book is aimed at anyone (from small and large companies) who needs to write sales copy (emails, letters, brochures, proposals, bid documents, slogans, advertisements, websites, etc). As well as providing expert tips and advice, the book is packed with simple techniques that will yield instant improvements for the reader.”
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