Business Writing: Excitement Sells Both the Sizzle AND the Steak
If you want to sell something, you don’t need to be dull. In fact, when it comes to writing for sales and marketing, the more exciting you can be, the more captivating the product or service will seem.
Tech writers who choose to – or are forced to – don a marketing writer’s cap, would do well to keep a few pointers in mind:
- Choose action verbs – Look for verbs that show something. If you can’t visualize what the verb is doing, neither can your reader.
- Focus on benefits and applications – The reader wants to know WHY something is amazing for them. Clearly show how their life will be better for buying a product or signing up for a service. Tell a story about how someone else like them saw results.
- Create a strong opening – You need to grab the reader’s attention immediately. Get them hooked in the first two sentences. Start with a question or a compelling statistic.
- Build up to a great finish – The ending should also be strong, wrapping things up and showing them how to take action. Summarize what you’ve said, why you’ve said it, and why others need to care.
Something to also keep in mind is your excitement level. If you’re not excited about the subject of the piece, then the audience isn’t going to be excited. Take time to find out what excites you about the business, product or service you’re writing about and then let that excitement come through in your writing. It will help you to sell both the sizzle and the steak.