Have you ever opened a sales letter or any other type of
promotional material and you said to yourself “what on earth are
they telling me… what’s the bloody connection here… surely they
cannot be saying that… who the heck understands all that?”
Well, let me tell you that you’re not alone in your thinking.
You see, the way we read, the way we write, the way we converse,
stems all the way back when we were in school.
We were told the PROPER way to write and understand English.
We then add to the confusion in later life by reading and listening
to the jargon and academic speak of professors, article writers,
‘traditional’ advertising people who feel the need to ‘educate’ us
about the sophistication of the English language.
Of course, little, if none of it has any real worth in the day to
day of communicating with each other.
I mean, come on, who on earth talks to each other using words such
Indestructibility… effervescence… revolutions… convolute…
Well, okay, maybe intellectuals, academics, aristocrats… maybe…
but pretty much on the whole, most of us talk okay, in a kind of
chatty, friendly, sit around a cup of coffee type way, do you not
If that IS the case, and if you yourself agree that that’s how you
most likely talk, then doesn’t it make sense that we WRITE
MARKETING COMMUNICATION AND BUSINESS PROMOTIONS IN THE WAY THAT WE
MOST LIKELY SPEAK?
And, do you know what?
I know this core message is troubling for a number of people.
Especially those who have been educated in a particular way…who
have been told that they need an ADVANCED VOCABULARY in order to
reach the top in life.
In fact, a number of English teachers all round the globe will be
jumping up and down in frustration and disbelief at the mere
thought of written communication being littered with
colloquialisms, chatty style writing and the breaking of a number
of grammar rules.
But do you know something? As hard as I try, I’m hard pressed to
find a really rich English teacher! Now isn’t THAT telling us
THE PROOF OF THE PUDDING…
I was literally blown away when just the other day, I saw a letter
that had exactly 361 words on it, contained none of the pompous,
intellectual, high brow language… but… was mailed in the
millions, created a business that spawned 8 countries and made
millions for the owners!
And the funny thing about that letter was I showed it to a number
of advertising and marketing professionals and they universally
scoffed at it, saying it was nothing more than a waste of space and
that it was too simple and too basic.
There lies my point.
Communication in print or in any other form needs to be sincere,
warm, clear and absolutely shot of the boredom factor.
Of course, seeing their jaws drop open in pure astonishment when I
showed them the documentary evidence, was a piece of pure magic
that will stay with me till the day I drop.
Yes, for simple marketing solutions really do bring the most
astounding of rewards.
In fact, if you want to put that last sentence to the test in your
own business, here’s what you should do:
Find out who’s the most successful sales person in your business
(if you’re the sole ‘sales person’ for your business, practice,
consultancy, then you’ll have to get someone else to help you with
this exercise)… and eavesdrop on their client/customer
In fact, do more than that… record their conversation… and do
it a number of times in order to capture the best selling
conversation you can, whilst they’re in full flow. Just capture it!
Either get it on tape, video, mobile phone, whatever. Just record
Then, what you do next is to simply transcribe that ‘SELLING
CONVERSATION’ and create it in print.
You can remove all the unwanted ums and ers, references to the
weather and the general chit chat, and then, what you’ll be left
with is the bare boned essence of a truly wonderful selling sales
script. One that can be converted into a number of media formats…
Sales letters, websites, postcards, adverts… you name the media,
you’ll have a basis to adopt adapt and apply the winning sales
script you have now created.
Would you like to know how publishers Boardroom Reports, A 100
MILLION A YEAR BUSINESS started out?
It started out EXACTLY the way I just handed out to you in this
It happened by simply taping a conversation between the owner Marty
Edelston and a copywriter by the name of Gene Schwartz, and then
transcribing it in print.
I hope you study it well, for it contains the seeds to propel your
business like you won’t believe.
Get busy, get connected.
Raja C. Hireker