Writing That Sells : Persuading Others to Buy Your Ideas

by Begley, Kathleen; Woodbury, Debbie; Gosch, Ann; Del Rosario, Genevieve; Mapson, Ralph

• ISBN13: 9781560526742
• ISBN10: 1560526742
• Format: Paperback
• Copyright: 2002-04-26
• Publisher: Crisp Learning

Summary

Provides simple, yet effective techniques to get others to embrace your ideas. Includes self tests particularly effective in reinforcing the teaching points. Softcover.

Table of Contents

Part 1: Rethink Sales
Recognize Your Sales Purpose	3	(3)
Value the Quick Sale	6	(2)
Step into Your Readers' Shoes	8	(7)
Summary	11	(4)
Part 2: Use the S.A.L.E.S. Model
Write to Sell with a Five-Step Formula	15	(8)
Start by Getting Your Readers' Attention	23	(2)
Add the Background Essentials and Unique Features	25	(3)
List Benefits from Your Readers' Viewpoint	28	(3)
Evaluate and Counter Possible Objections	31	(3)
Sign Off with an Either/Or Call to Action	34	(9)
Summary	39	(4)
Part 3: Involve Your Readers' Senses
Understand Sensory Styles	43	(2)
Make It Look Good	45	(1)
Appeal to the Touch	46	(1)
Make Your Writing Sing	47	(2)
Size Up Your Readers' Personality	49	(10)
Summary	56	(3)
Part 4: Adapt Additional Sales Techniques
Make It Easy for Readers to Buy	59	(1)
Prequalify Your Readers	60	(1)
Personalize Your Message	61	(1)
Create a Relationship	62	(1)
Start High on Your Request	63	(1)
Offer a Package Deal	64	(1)
Use Testimonials	65	(1)
Offer a Pilot Program or Trial Period	66	(1)
Establish a Sense of Urgency	67	(1)
Deliver What You Promised	68	(1)
Show Gratitude	69	(1)
Be Positively Persistent	70	(5)
Summary	72	(3)
Part 5: Get to the Point
Go Back to Basics	75	(2)
Keep It Short	77	(2)
Make It Simple	79	(2)
Write the Way You Talk	81	(3)
Get Your Readers Up to Speed	84	(4)
Concentrate on Verbs	88	(2)
Accentuate the Positive	90	(2)
Relax Grammar Rules as Appropriate	92	(18)
Summary	94	(3)
Appendix
Author's Suggested Responses	97	(13)
Recommended Reading	110