Whether you sell car widgets, consulting, cab service, camping stoves, or customized cabinets, the day will come when you have to write up something to sell them.
My best advice is to be straightforward: Simply write who it's for, what it is, why people should buy it, and how to order. If your clear and direct draft then seems just too boring to you, you don't have to do the verbal equivalent of dressing up in a plastic burger suit and jumping up and down at passing cars.
You can give your copy a little rhythm and oomph with one or more of these more subtle jazzifying moves:
In the first sentence of this article, I purposely overdid alliteration by having five things in a row that started with the letter "c." When you use only two or three sequential words beginning with the same letter or sound, however, it tends to stay under the radar while perking up the reader.
Tell an illustrative story in only a sentence or two.
For a lightweight camping stove, your story could be, "One of our customers came in after hiking the whole Pacific Coast Trail and thanked us for all the cold mornings the stove had enabled him to have hot coffee and oatmeal instead of granola, granola, and more granola."
Take the first step (it's free).
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- Storytelling, Digital Transformation, Customer Experience... and You: Contently's Joe Lazauskas on Marketing Smarts [Podcast]
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