Improving your writing skills for sales & marketing | TRAY creative

Image courtesy McGraw-Hill

August 14, 2012 | by Ralph Allora

Speaking as someone who has spent his entire career writing for business, it pains me whenever I see an example of sales and marketing communications?a sales brochure, an ?About Us? web page, a corporate email campaign?that has been composed with less critical thinking than evidenced in an entire season of The Jersey Shore.

Fact: If your job responsibility includes (even peripherally) business development, sales, marketing or branding, you will, at some point, have to write something that will be seen by a specific client or prospect, or by a larger target audience. Most of us are not born experts when it comes to writing, so we have to work at it. I?m here to tell you that the process of working at it doesn?t have to be intimidating, as long as you follow a few basic rules.

Now, a blatant commercial announcement: Not long ago I wrote a book on this topic, called Winning Sales Letters From Prospect to Close. If you care to learn what it takes to really connect with a client or prospect through writing, I humbly recommend that you put it in your cart.

If you have only a couple of minutes to spare, check out some of the links below to posts I?ve contributed to sales blogs. These articles offer advice on getting more out of your written sales pitches. While ostensibly directed at sales professionals, the tips apply equally well to any type of brand communicator.

Writing a Better Sales Letter
How to craft a pitch letter or e-mail that gets people to take action.

Anatomy of a Bad Sales Letter
An example of an awful sales pitch, annotated to show exactly what?s wrong, and how to fix it.

Using E-Mail to Advance the Sales Process
Are you in negotiations to close a business deal? Here?s how to use email to solidify your bargaining position.

Source: http://www.traycreative.com/2012/08/14/improving-your-writing-skills-for-sales-marketing/

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