Gail Hamilton, author of 25 books, is an experienced copywriter who knows just how challenging finding the right words can be. To help everyone, including marketers, write more persuasively, she has provided huge pools of proven-effective, highly targeted language, in thesaurus form, in her latest works, The Marketing Phrase Book, The Fundraiser’s Phrase Book and 1001 Ways to Say Thank You.
http:www.hamilhouse.com
When you start your own business, you know you are the one responsible for all the ads, sales pitches and promotions vital to your success. So it can come as a shock to discover that, when comes to writing that first brochure or web page, you can’t think of a thing to say. Marketing theory is great, but where you find words that persuade?
1. Enlist a cheering squad. The right words are in you. Get help in finding them.
No doubt you have a trusty support group of family and friends who have been behind you since your business was a twinkle in your eye. These are people you’re totally comfortable with, who know every step you’ve taken on the way. Invite them over. Ply them with scrumptious treats. Put on upbeat music. If necessary, fortify yourself with a glass of wine to loosen your tongue.
2. Get passionate.
When you’re ready, launch into a description of your business, speaking with the fervour that impelled you from the start As you get carried away, have your listeners scribble down all the best selling points, the best descriptions, the best words spilling out of you at your most passionate. The point is to feel as free as possible. Forget planning, just say whatever comes into your head. From silly to serious, get it all out. In this safe, private environment, your energy and belief will really shine through — and these are your greatest selling points of all. When you’re done, push the stack of notes out of sight and party on.
3. Find the marketing gems.
The next day, with your head clear and your memory fresh, go over everything your stalwart supporters have written down. Chuck the unusable stuff. Highlight the nuggets and then sort them into handy categories such as “fun”, “cost benefits”, “appeal to motorcycle racers”, and so on. If possible, sit down with each of your group and have them point out which they think are the most forceful messages. You’ll be amazed at how this broadens perspective and opens yet more possibilities.
4. Organize your treasure.
You now have a mighty arsenal of sales material, all tailored just for your business. Never again will you have to sweat and struggle over what to say. Just combine the custom-made promotional material on your desk into new ads and promotions and watch your success skyrocket.
Copyright Gail Hamilton 2009
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