How to master persuasive business writing techniques
In business, every communication counts. Sending a prospective client a badly worded email can send them running for the hills. Equally writing a simple instruction to an employee and using the wrong language could result in you losing that employee.
Words are extremely powerful and can either make or break your proposals, tenders or even the simplest sales pitch. Once you grasp the concepts and techniques I’m about to show you, you’ll be able to create immense opportunities for yourself and your company.
Step 1: Grasping attention in a simple letter or email
If you fail to grasp the reader’s attention by engaging effectively, you’ll lose the prospect’s interest before you even get a chance of actually pitching your idea.
There are a number ways of getting attention. Sex is certainly a top player when it comes to selling products but when selling a service, this becomes dangerous territory, especially when you’re pitching to a conservative client, employee or stakeholder.
Money is your next best option to grasp a reader’s attention. When combined with creativity and specificity regarding the service you offer, you can produce a communication that will persuade the prospect to buy into your idea, follow your instruction or even trust you with their money.
Step 2: Focus on the customer
Your prospect is only concerned with how you can address their goals, problems, needs, hopes, fears, dreams and aspirations.
Your product acts as a vehicle to address these concerns and plays a secondary role. The most effective way to ensure that you are addressing the customer directly is to use the word “YOU” and its variations throughout your cover letter. You, your, yours, etc.
Step 3: End with a call to action
Persuasive copy must change a prospects opinion, attitude, beliefs, purchasing plans, brand preference or immediate buying actions. As an effective communicator, your job is to facilitate this change in mind-set.
Once you have grasped their attention, acknowledged their problems and provided your unique solutions. Don’t leave your prospect grasping at straws to find out how to contact you. If your communication is strong enough, the client will already be reaching for the phone before even reading the rest of your pitch document.
The last paragraph of your letter MUST contain a strong call to action that relates directly to your service and solutions.