In this article series we’re covering better writing and how you get your customers to stick to their screen while they consume your marketing. If you haven’t checked out the previous two instalments, they’re here:
(1): https://bstmarketing.me/my-get-more-sales-advice-is-simple-improve-your-writing/
As everything in life, it’s killable.
So do sales, marketing, writing….
But do you know what really kills sales?
Being boooooooring. Going on and on….
And the most boring thing in the world is something called “waffling”.
Google explains it like this: Talking or writing foolishly or blathering without giving useful information or clear answers.
You might not be familiar with the term “waffling” but once I show you example, you will start seeing it everywhere.
How To Spot And Kill Your Waffling
Take a look at this sentence:
“The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.”
Or this one:
“I’m reaching out to you because we’ve been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“
Or this one:
“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.”
Have you spot it yet?
Do you see what they all have in common?
They’re WAFFLING. There’s so much passive, weak, neutered language there.
Your prospects are bombarded with all sorts of marketing all day everyday. It’s a noisy environment. They have developed an ability to decline any sort of marketing message.
Waffling language is like trying to cut down a tree with a floppy spaghetti strand. Won’t work.
We need a chainsaw.
Aikido This Noisy Environment And Cut Through.
Alright, let’s fix these horrible sentences.
“The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.”
Boring wet noodle of a sentence.
Here’s an active version.
“The meeting’s at five. Subject: ‘the sorry state of business writing’.”
See how that’s much more to the point?
Next one:
“I’m reaching out to you because we’ve been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“
Yawn. Let’s fix this.
“Reaching out because we generate leads for home service businesses. Would that be of interest to you?“
To the point. Concise. Compendious. Short and sweet.
Last one:
“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.”
Ok. This is easy. Look:
“.”
That’s it. The entire sentence doesn’t do anything! Why are we telling someone that he’s busy and we want to keep it brief?
Just by writing these words we’re wasting time. Which is the last thing you want to do, right?
The End Of Waffling
Let’s put an end for using passive language. Let’s stop being so caring, so shy, neutral language.
Write like you’re breaking down doors, kicking down fences, storming the barricades.
Take charge in your language and see your sales and results soar.
Simply the finest,
Anthony
P.S. Want to know how I’d make sure we’d eradicate waffling and keep your prospects glued to their screen, unable to stop consuming your content?
Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
Sounds good? Then fill out this form: Free Marketing Analysis In Lebanon | BST Marketing
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