In Plain English:
In your marketing write like your prospects talk. Ignore the stodgy English teacher in your head. Forget rules like do not end a sentence with a preposition, spell out numbers, avoid contractions, etc. Instead operate under the practice of writing in plain English. Through the Adult B2B Marketing System you work hard to get into your prospect’s head. He uses contractions, he ends sentences with of and at and he doesn’t blow a $5 word when a nickel will sell the thought. He keep it simple, speaking to what matters. In your marketing so should you.
This is partially why Donald Trump won the Presidency. He doesn’t talk like a normal politician. He talks like most of his voters talk, in simple English. Trump’s victory was one of the most masterful jobs of marketing I’ve ever seen and whether he meant to be doing this or not, it worked.
It’s in the Details:
The best way to avoid platitudes (and you should avoid them at all costs in your marketing) is to avoid generalities. Be specific. If you want to drum up business in your slow season don’t use “Winter Sale” as your headline. Instead tell your prospect a story about why you are seasonally slow in the winter. Doing so will distinguish you from competitors and lend rationale to your winter price drop.
In the Fewest Words Possible:
Don’t write in 17 words what you could have easily said in 6. Remember that you want to keep your copy simple and to the point. Fancy words and wordiness just distract from your hot button marketing message. After you write your initial draft challenge yourself to cut it in a third. You want to always be able to trim it so severely, but when you can do so you’ll have saved your prospect the headache of plowing through your ad, assuming he would even try.
Those Dots and Hash Marks Mean Something:
Punctuation may have been the bane of your existence in high school grammar class, but you need it for good writing. Don’t get hung up on the rules. Instead, use punctuation to pace your reader and develop tone in the copy. Punctuation tells us when to breathe in a sentence and how to read it. A comma is a shorter breath than a hyphen. Both of these are shorter than a period. Exclamation and question marks let prospects know how to interpret the sentence. Use punctuation to make sure they get your drift.
Again, With Emphasis:
After writing and editing the copy think about using bold and italics to further emphasize your point, Make sure you bold or italicize the right works though. A rule of thumb: stress the words you want your prospect’s eyes to see.
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