Brad Sugars' Blog|Franchising|Small Business Coaching|business advice|business help|business mentor|executive coach|

I’m sure you all know the difference between a well written letter, advertisement or other marketing piece.  But what exactly is the difference ...? 

The difference is simply that some people have become aware of the power of words ... 

They understand the words you use and the way they are used in a sentence can have a dramatic effect on the impact, emotion or visualisation that each person gets when reading something they have written.

And it’s this impact, emotion or visualisation that’s the difference between finding something boring or interesting.  To achieve real impact you’ve got to direct your piece to the person who’s reading it ... just like I did when I used the word YOU earlier in this sentence.  By using this word I have personally invited you to become a part of the world I’m visualising and writing about.

And its this visualisation and emotion that’s important ... Think back to when you were telling a friend a tall story and you were waving your hands around, acting out certain scenarios and telling it with such enthusiasm that your friend couldn’t help but feel a part of your story.

They were totally captivated by your verbal story ... Now all you have to do is to tell this same story in writing.  Write as if you were telling a good friend who is overseas the same story.

For some unknown reason we are taught that when you write anything you need to forget your emotion and feelings and write in a way that is guaranteed to put people to sleep ... let me give you an example ...

‘I am having a wonderful holiday.  I went and saw my good friends who live here on the Gold Coast.  They have taken me to Sea World and Movie World which was a lot of fun.’

Would you honestly talk to your friend like that in person ...?  Most definitely not, but its amazing how many people would write to their friends like that. Compare the above to ...

‘You wouldn’t believe how good the Gold Coast is.  It really is the perfect place to have a holiday. You should feel the sand between your toes and the sun on your face.  You can even see heaps of dolphins, seals and whales at Sea World just as I did yesterday.  Last week we went to Movie World which is just great ... you’d really enjoy it.’

So what do you think was the main difference between the first and second example ...?  It was the simple fact that the second example was written almost exactly as you’d say it verbally.  It also included the word YOU a total of 6 times ... once again inviting you as the reader to become a part of the story.

These 2 simple methods can be used with any writing you do ... from letters to advertisements you’ll get a better response when you add enthusiasm to your writing ...