How to Make Your Business Writing Twice as Good

You can double the power of your business communications simply by stating your primary message earlier. When business writing is bad, it’s usually: Complicated Confusing Vague Unconvincing A straightforward thesis stated early in the copy will solve these common problems. Let your readers know exactly what you’re talking about and why they should keep reading.…

Increase Profits by “Pruning” Your Business

When you hear people talking about sales goals, they’re almost always referring to gross sales, i.e., “I want to do $1,000,000 in sales. But what is more important — gross sales or net profits? Increasing net profits, the money you keep after paying expenses, should always be the goal. Doubling sales does not necessarily mean…

Features versus Benefits

The last thing you want your marketing copy to be is a features-laden description of your products or services.  Most clients and customers base buying decisions on perceived benefits, not features. Think of the feature as the description and the benefit as the result. Then rewrite your feature statements into benefit statements. You’ll save prospective…