Power Sales Writing, Revised and Expanded Edition: Using Communication to Turn Prospects into Clients, 2nd Edition

CHAPTER 3DO IT: WHY BEING CREATIVE IS LESS IMPORTANT THANYOU THINK

The beautiful part of writing is that you don’t have to get it right the first time, unlike, say, a brain surgeon.

—ROBERT CORMIER

Doing it is the second step in the three-step writing process. This is the easiest part because you already know what you want to say and what you need to achieve.

To get into a writing flow, picture yourself talking to your prospect instead of writing. With the answers to your planning questions in mind, what would you say to your prospect? Type your words, using a normal, conversational, comfortable style. Don’t criticize yourself while you write, don’t worry if you ramble, and don’t be concerned if your punctuation is awful. During the next step, ...