Attract More Clients And Get More Sales By Improving Your Writing (part 3 - Stop Waffling Around) ⠀

In this article series we’re covering better writing and how you get your customers glued to their screen while they devour your marketing. 

If you haven’t checked out the previous two installments, they’re here: Attract More Clients And Get More Sales By Improving Your Writing 01 (blueoceanmedia.es) 

Attract More Clients And Get More Sales By Improving Your Writing (part 2 - The Undefeated BAR test) (blueoceanmedia.es)

You know what really kills sales? 

Being boooring. People are constantly waffling.

You might not know what this means but after I show you some examples you’ll start seeing it everywhere.

How To Recognise And Ruthlessly Kill Your Waffling ⠀ 

Take a look at this sentence: ⠀ 

“The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.” ⠀ 

Or this one: ⠀ 

“I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“ ⠀ 

Or this one: ⠀ 

“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.” ⠀ 

You know what they have in common? They’re WAFFLING. 

There’s so much passive, weak, neutered language there. ⠀

You need to be able to cut through the clutter with active language.

Trying to cut through the clutter by waffling all of the time is like trying to cut down a tree using a plastic spoon. This won’t work.

We need a chainsaw. Words that easily cut through all the noise out there. Quick, short, easy to read and understand.

Alright so let’s use some practical examples and fix these dreadful sentences:

“The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.” 

Horrible… I know.

Here’s an active version. ⠀ 

“The meeting’s at five. 

Subject: ‘the sorry state of business writing’.” ⠀ 

See how simple and much more to the point that is? ⠀ 

Next one:  

“I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“ ⠀ 

Boooring. Let’s fix this. ⠀ 

“Reaching out because we generate leads for home service businesses. Would that be of interest to you?“ ⠀ 

To the point. Concise. Compendious. ⠀ 

Last one: ⠀ 

“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.” ⠀ 

Ok. This is easy. Look: ⠀ “.” ⠀ 

That’s it. 

The entire sentence doesn’t do anything! So we won’t use it.

Why are we telling someone that he’s busy and we want to keep it brief? 

Just by writing these words we’re wasting ours and their time. Which is the last thing you want to do, right? ⠀ 

People are always trying to be fancy, to explain things in detail, to be nice etc.

We don’t do those things. 

We’re straight to the point, use active and simple language without waffling around. And surely without being boring.

The best part of all this?

96% of people waffle and use boring language.

If you get this right (What’s definitely not hard) You’ll stand out in front of almost everyone.

The Death Of Waffling ⠀ 

Let’s stop using passive language. Let’s stop being so careful, so timid, using castrated language. ⠀ 

Write like you’re breaking down doors, kicking down fences, storming the barricades.

Take charge in your language and see your sales and results soar. ⠀ 

Talk soon, ⠀ 

Maurice

P.S. Want to know how I’d make sure we’d eradicate waffling and keep your prospects glued to their screen, unable to stop consuming your content? ⠀ 

Get in touch with me today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call. 

No cost, no obligation. If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics. ⠀ 

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