HomeArticlesLogin to your Account

How Empty Words Can Cripple Your Sales Writing

By Ernest Nicastro
 
In his keynotes and recordings, world-class motivational speaker and sales trainer Zig Ziglar often talks about the importance of having meaningful, specific goals. And he'll drive home his point with the rhetorical question, "What would you rather be in life, a meaningful specific or a wandering generality?" 
 
As marketers, if we want our sales copy to produce profitable results we would do well to heed Zig's admonition. Because nothing will hold the attention of your reader and advance your selling proposition as well as specific and meaningful benefit-oriented copy. But many sales letters and direct response mailers I receive - especially those from small businesses - show little regard for this fact.

For example, I recently received a sales letter from a commercial real estate broker. Here are the opening few paragraphs:
 
Few decisions are as important to your company's future success as where you choose to locate your company and under what parameters.

---

Want to read more?

Become a Member – It’s FREE!
This article, as well as many others by well-respected marketing, sales, and service business experts, is free to members of RainToday.com.

Sign up for a free membership today and receive:

1. Access to our library of articles, case studies, and interviews
2. The Rainmaker Report weekly e-mail newsletter
3. A free electronic copy of Master Rainmaking Conversations

Already a Member? Sign in below:

(Note: Do not press the "Enter" key. Instead, click the "Login" button with your mouse to sign in.)

E-Mail Address:   Password:   Forgot Password?