Do It! Marketing Blog: Marketing for Smart People™

Marketing Concept: 6 Tips for Writing "Prospect-Speak"

marketing speaker, marketing professional servicesGuest post by Sandy Barris, Fast Marketing Plan

Marketing Concept: Start writing like people talk or even better the way your prospects talk:

1. Use plain talk when writing your marketing, advertising or PR:
Please don’t try to be your fifth grade teacher or your college English professor.

Forget everything you ever learned in school about writing.

Fancy writing (big word writing) only draws attention to itself and not to the benefits you are using to persuade.

2. Try using short sentences and vary their length:

Don’t try to stick two thoughts into one sentence.

Use two short ones instead.

3. Use simple language:

Use the familiar word to the far-fetched.

Use the concrete word to the abstract.

Use the short word to the long word.

Examples of simple language:

Instead of this: Use this

  • Encourage: Urge
  • Continue: Keep up
  • Supplement : add to
  • Acquire: get or gain
  • Along the lines of: like
  • As to: about
  • For the reason that : since
  • In order to: to
  • In the event of: if
  • In accordance with: by, under
  • Prior to: before
  • With regard to: about
  • Accordingly: so
  • Likewise: and, also
  • Nevertheless: but, however

You get the idea. KISS

4. Use personal references:

Examples: names, pronouns & human interest words.

The best words you can use are… "YOU" and "YOUR"


People recognize words based on their shape, not the actual letters in the words. All caps are harder to identify immediately.

6. Use a Headline

Your Headline is your Ad for the Ad.

The headline should invoke a "reflex reaction" from the reader.

Stop them dead in their tracks.

The reader should instantly understand what you're trying to say, and have enough information to qualify or disqualify himself from reading the rest of your marketing.

But hey, if your professionaly written and perfectly edited marketing is working, making you a small fortune, ignore this and keep doing what's working.

That's your quick marketing tip for now.

Use them and profit.

About the Author: Sandy Barris is the creator of Fast Marketing Plan which provides any business owner, executive or manager a simple, fast, easy and affordable online marketing and business management tool to create unlimited and complete Marketing Plans, Marketing Calendars and Marketing Roadmaps for use by almost any type and size of business.

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