Growing Your Biz Want Prospects to Read It All?

What do you write that you want people to fully absorb? Is it e-mail, letters, grants, newsletters Web copy, brochure copy, blogs? Is it ads, coupons, direct mail pieces, PowerPoint presentations? Perhaps it's white papers or technical briefs. Maybe you're finally writing that book.

Well, you've heard, "Keep it brief and use bullets or you'll lose their attention." But that's not true. When was the last time you read a good bulleted story?

Consider this. A top UK marketing consultant, Robert Clay, says, "Most adverts and sales letters fail dismally because they are little better than communication by bullet point." He goes on to say, "People don't buy bullet points. They buy well reasoned explanations that take them step by step through a process that attracts their attention, increases their awareness, builds their desire and motivates them to take action."

Please allow me to offer what I think is the best way to capture readers' attention so that whatever your message is, it will be understood, persuasive and motivating.

Consider this tweet from Scott Ginsberg, an entrepreneur that I follow: "The hunger to know is a basic human appetite. How does your business feed it?"

And that's what I think people need to understand when putting together information. Your audience wants for easily digestible information that will help them succeed in business and career.

Begin the process by walking in your audience's shoes, empathize with them and their issues, problems, and pain and, on the positive side, values and profits. Write from their viewpoint, not yours. Don't gush about your capabilities, your offerings, your strengths, your experience, your clients, your products, especially in an opening message. There's a time for all thatwhen the prospective client asks for it.

Like you, I often receive solicitations by e-mail. When that e-mail contains a barrage of product information, I want to reach through the computer and shake the salesperson by the lapels. They haven't even tried to pique my interest and they have no concpt as to whether I want or need what they have.

Ever read something that begins with a question you've been pondering? You stop everything and read more. Everything else disappears! You're absorbed in reading the answer to your burning question. Need I say more? Think! Ask what your audience is concerned with right now. Then craft a message accordingly and it will be read top to bottom, cover to cover.

And I have one last tip. Write as if speaking intimately with one person. Do not give a speech. Would you really want your trusted friend to speak to you from a podium? Not likely.

Remember questions engage the mind. Statements and proclamations can be perceived as self serving and result in being largely ignored. Ask great questions up front and inquisitive minds will want to know the answersyour answers!

Wow! Imagine this. You just read a one-pager without any bullets!

Chuck Sink is a Sales Director at wedu, Inc., a marketing firm that leads the pack in strategic thinking and creative communications. Visit www.wedu.com or e-mail chuck@wedu.com.