Category Archives: Copywriting

Sales letter basics

The letter is usually the first thing that your prospect will read, even in you accompany it with a brochure.  You need to make it relevant.

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How to… write a great case study

Case studies are a common element of proposals, discussions and presentations.  Most people just produce them without having a strategy behind the development of them. You can use them on your website, even link to the client site if you … Continue reading

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The “simple” business card

Do you proudly deposit your business card into the hand of its intended recipient – or do you hand it over with some trepidation, hoping the other person doesn’t look at it too closely because you know it isn’t as … Continue reading

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Give your customers a reason to listen to you

Often, your business’s greatest competition isn’t from other businesses who want your customers but rather from life and the hectic pace of things. As you may be able to relate to, your prospects are probably very busy – and constantly … Continue reading

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Get your prospect approach communication right

The key to writing an effective and compelling approach letter or email is to focus on good communication. Keep your letter specific – avoid being too vague or over-generalising as you may fail to engage your audience Make sure your letter is … Continue reading

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The value of a good case study

Stories appeal to us, we like dramatic narratives. We can relate to them and generally find them interesting and sometimes entertaining. Since the time of the Greek playwrights of 2500 years ago we have shown an interest in stories – … Continue reading

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Write a winning sales letter

Direct mail can be extremely effective but companies waste thousands of pounds sending out inappropriate material to their existing and potential customers.  Here are some tips to make sure that you are increasing the value of your own communications. First … Continue reading

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Write a great sales proposal

Tips for writing a good sales proposal 1. open with a situation summary – you are summarising your understanding of your prospect’s plight and demonstrating that you have a good understanding of the problems or challenges they face

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Don’t use 50 words when 10 will do

Sometimes we are guilty of bombarding our prospects with information that they have no interest in. Ask yourself: Is what you are telling them what YOU want them to know or is it what THEY need to know?

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What is the AIDA principle and why is it important?

All communications should follow the AIDA principle.  Do yours? A – Attention.  You have to get the attention of your prospect before they do anything else.  So look at your headline, presentation, format etc.  Is it relevant? I – Interest. … Continue reading

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