Here’s an important rule for creating persuasive marketing material that will bring in more sales for you:
In other words, write in the way you speak.
David Ogilvy, known as The Father of Advertising, said this:
“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.”
Why Formal Language is Bad for Sales
A lot of businesses create materials with “formal” language that sounds awkward and boring. They use words and phrases like “cordially”, “perusal”, “leverage on synergistic efforts”… and such complex sounding phrases.
I’m sure you would have read (or even written) materials like that before. These words and phrases are usually used in corporations, large organisations, and bureaucracies… designed to confuse and conceal the real meaning of what is being said… and makes the writer SEEM like they’re more intellectual (Key word is “seem”).
I remember the first time I received such material from a company when I was just starting out. I had to check the dictionary for several of the words they used. It confused me. Made me feel unsure… and stupid…
… Feelings that you DON’T want your prospect to feel!
Interestingly, recent research has shown that most employees dislike these type of corporate jargon and prefer them to be removed altogether. Research also shows that this type of jargon is actually damaging to businesses.
Duh! (I’m sure we don’t need research to tell us that right?)
We don’t speak that way in our normal conversations with real people, do we? So why do they write that way? It’s like reading a lawyer’s letter. You walk away thinking, “WHAT DID I JUST READ?”
Direct-response copywriters know that such jargon decrease comprehension, bond and persuasiveness. They often turn off prospects. And not just by a little. It can mean thousands of dollars, even hundreds of thousands in lost sales.
Write in Simple Plain Language
In contrast, simple, plain language is usually a lot more persuasive when it comes to getting people to part with their money.
So the next time you’re writing your marketing material, forget about the corporate speak… throw away those jargon.
Focus on being conversational… and being real. You’ll be a lot more persuasive that way.
How to Create Persuasive Marketing Material
One of the highest paid copywriter, John Carlton, gave one simple but extremely effective advice for creating persuasive marketing material that is conversational.
First, take out an audio recorder and record your pitch on tape. Imagine that your prospect is sitting in front of you right now. Talk (out loud) to your imaginary prospect using your most persuasive pitch and record it.
You probably have to practice doing it a couple of times. The first few times might be a little awkward as you’ll be self-conscious about being “on stage”.
Once you have a good pitch, the next step is to have the recording transcribed. Have someone type it up, exactly word for word.
Next, the third and final step is to rearrange it and present it in a logical order.
Your final product would probably look like a personal letter to a friend.
If you follow this simple rule for creating persuasive marketing material, I guarantee that your sales will improve tremendously.