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English Letter
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Why Swearin and cussin in a sales letter can make you rich
My 15 year old daughter, her high school English Honors and Baccalaureate Program International wants to teach me how to be a better writer.
She does not think I'm quite up to snuff yet.
"Can not write that. That's not even a sentence! "He complains, looking over my shoulder when designing a salesletter for a client." And sales letter is two words, " she snorts, as you read more. "And through written through! And not supposed to start a sentence with and!
Oh yeah!
My anger is delivered quickly, fast and true, and my honor saved on the verbal section of a leaf.
"Listen, little Miss Muffet," I says. "My thought grammar is going to pay for their college education – and the medical school – if I let you live! So just turn around and do not let the door hit the asterisk and the output! "
It's a simple question: money or good grammar?
This is the real world, my friend – the marketing and sales world.
So you'll have to ask: do you want to sell their products or services and make buckets of money … or just want to look smart and make your professor English proud of?
I, personally, I vote for the money – make more money for my clients – and let turn Funk and Wagnalls in their graves.
Now, of course, if you are looking to produce a brochure, white paper, press release or any other type of journalistic or editorial copy, then yes. Spelling and grammar are important.
You do not want to come across as an uneducated moron – as not only will impact negatively on you, but will also negatively affect your product and business, and therefore its bottom line.
But … when you're writing a salesletter (or even a sales letter) … simply no rules, man!
Anything and everything goes – as long as it gets the job done: that is to get your perspective, cum-card reader to buy, subscribe or call in your case may be.
Belly-Up Bar, my friend, and I'll tell you a story …
You see, the best sales letters, the most effective, the biggest money-pulling sales letters (even if e-mail messages) are personal letters.
No matter who you are sending the letter to hire 500,000 names, you are still "talking" to one person at a time.
And based in-depth market research, you should know that this person enjoys a particular life style, living in a specific socio-economic niche, and has particular deepest desires, needs and fears.
And you should also know that this person is human in the deepest sense of the word: filled with strong emotions and strong beliefs, strengths and weaknesses noble fool.
So do not believe that this person can appreciate a little honest to God hand holding, and some heart felt, one-on-one communication and understanding, too?
Now … You could, if desired, discuss the person's head with the cold and rigid corporate speak, blind-siding him with his education, diction and superiority – and yet leaves you impressed, uninspired, and his money is still in your pocket.
Or …
You can belly up to the bar with him, just natural. Buy her a drink – whiskey or beer (which you should already know what you like before you invite a) a direct and easy with him, as he is a cocoon of his own age.
Do not be quick Talkin 'Stranger!
If your friend is a blue collar worker, or a redneck good ol 'boy – you can be sure as shit gonna be throwin' in a colorful language, here and there in his "conversation" with him, because that's how they like to talk. And they like to hang and drink – and people trust – to speak as do.
Or, if you are writing to a crusty old retiree, who has been around the block a few times, who sent sales pitches from the best of them from before birth – are going to waste his time and his, trying to prove the superiority of their widget snowing him with disrespect, fast-talking, the prose hype filled sales or technical gibberish in perfect Queen's English? (Now is not that a beauty of execution of sentence? "But who Whether you got the point!)
O, while nodding his head slowly and with knowledge as you listen to your story, based on their research in-depth … are you going to show through words of vibrant colors that create images in his mind – through words that easily complement their basic beliefs – how you can perfectly meet your specific needs or desires, or at the end, once and for all his frustration unbearable pain or anger? (Wow! Two humdingers in a row. Proust and Joyce, here I come!)
And if you can do that – do you think will give a damn or even prefer that you can not write instead of can not, or not instead of no, no and do I even realize it has begun a sentence with and or hung a participle hanging out to dry at the end of a sentence?
The point is …
Your only job is to communicate sales letter in the language that best gets through his perspective. And English and the correct syntax to hell – if it gets in the road.
So if you are writing a letter to a purchase manager of a medium-sized company, whose work is on the line every day, which is under constant pressure from above and from below, where a great evil can buy dollars to his upcoming retirement in the bathroom … How can you talk to him?
Are you going to pay more attention to correct diction, correct punctuation, sentence structure adopted, and the length of the arms-formality?
Or will his message by putting his arm around her shoulder, as close friends?
The only answer will be revealed when, on the basis of thorough investigation, to discover what is really live, work and communicate in the trenches – the size trenches, mid-business – that have fed the family of this man, put his children through college and pay for the operation of his wife's recent cancer.
And only then, when you've heard his voice and understand his thinking – only then you will know how to effectively and correctly so, the sentence of a letter to this person.
Walk the Walk, Talk Talk
If your market objective, whoever he is, is impressed, moved, motivated and above all – confident – in the words of 10 cents that can make the average Joe to run to the dictionary, then by all means use. If not, ignore.
One of the best writers ever to write a sales letter, he said, your letter should be as a department store window. The client must see through and beyond, never once realized – to see just what is available, shows the way convincing.
And the only way is to write a letter in a way that the reader thinks and speaks when it is fully within himself, comfortable and taste and open to suggestion.
Until next time …
About the Author
Barry A. Densa is one of America’s top freelance direct response copywriters. Visit www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using “salesmanship in print”. And while there, sign up for his highly regarded FREE ezine: Marketing Wit & Wisdom!
How much do tattoos cost two old English letter on the side of my arm?
This is my first and I'm curious how much I have to save up a lot im looking forward to it.'ve saved 200, but still astonished on prices as more about all the time. I've been doing a lot of research and its free entry problems along I just need a little more information.
Depends on the size. If more than 2 inches it can charge by the letter. If more small that they can charge for the size of the two letters. Most tattoo shops have minimum of $ 50 – $ 75 for small tattoos, Moreover, some charge by the hour (if large) some charge by the total size.
