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

PART TWOTHE PSYCHOLOGY OF PERSUASIVE WRITING

In the end, the customer doesn’t know, or care, if you are small or large as an organisation. She or he only focuses on the garment hanging on the rail in the store.

—GIORGIO ARMANI

Successful sales writing takes more than knowing how to apply the mechanics of writing (although it is hard to write to sell if you don’t know e-mail etiquette and business writing fundamentals). Successful sales writing requires an understanding of the psychology of the written word, how readers read, and how they react to various words and messages. It requires knowing which words and what approach to use to persuade the reader to open your message and read it, when her other choices—to delay reading or delete the message— ...