We have spent a lot of time focusing on using a speech or presentation to sell a product or service. Let's back up a little and talk about how to write copy that sells. For instance, how to write an article that sells a product or service. The techniques will help you craft better text on your webpages, emails, presentation slideshows, and social media posts.
Before You Write Ad Copy or Marketing Pieces, You Have to Understand the Reader.
Back in 1994, I was a new graduate from college. My dad had invited me to meet him in Fort Worth for a huge business conference. I was amazed when I walked into the convention center. There were about 10,000 people in the audience, and the agenda was packed with professional speakers. At the time, I had no idea that anyone could make a living speaking for a living. So, this was a whole new world for me.
One of the speakers was Bob Burg, and he had just released his new book (at the time) Endless Referrals. He was mesmerizing. One of the trademark phrases that he said over and over from the stage has become a standard in the business world over the last couple of decades. In fact, if you understand and design your written text and verbal content based on these words, your audience will love you.
“All things being equal, people will do business with and refer business to, those people they know, like and trust.” - Bob Burg
Remember that when people see something that you write for the first time or hear you speak for the first time, they don't know you, they don't like you, and they certainly don't trust you. In fact, because of all of the online gimmicks out there, you can assume that you are starting at a significant level of distrust.
For complete show notes go to How to Write Words that Sell a Product or Service