Discover the secrets professional copywriters use to make sales

TURN WORDS INTO SALESSECRETS FROM 20 YEARS

IN COPYWRITING

JOURNALIST AND COPYWRITER

I’ve been helping clients large (Intel, Microsoft, Rolex, Coca-Cola) and small with telling their stories in print, online and in

the media for over 20 years.

20 years as a professional writer

STEVEN LEWISDirector, Taleist

1. SHOW DON’T TELL

SHOW BEATS TELLYou can tell anyone anything, so it’s less believable than what you can show

I’m a great soccer player

SHOW DON’T TELLYou can tell anyone anything, so it’s less believable than what you can show

Sparky Electrical is a leading electrical

company specialising in the delivery of quality electrical projects and professional service.

Sparky is trusted by companies like Madam

Tussauds, Macquarie Bank and Ramsay Healthcare

because of our professionalism and high

standards.

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2. CUT THE JARGON

We work with the right people regardless of

where they are.

DITCH THE JARGONBig words confuse, they don’t impress

We work with teams of subject matter experts across multi-geographies.

We harness displacement of global banking and

finance models to deliver investors high income with a strong focus on capital preservation.

We take what has been one the most profitable

parts of banking and make it available to investors.

DITCH THE JARGONBig words confuse, they don’t impress

3. WRITE ABOUT BENEFITS NOT FEATURES

TURN WORDS INTO SALES

FEATURES VS BENEFITSClosely related but benefits are much more persuasive

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TURN WORDS INTO SALES

WHY LOSE WEIGHT

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THINNER

HAVE MORE ENERGY

LOWER RISK OF STROKE

YOU’LL LOOK SEXIER

YOU’LL GET MORE DONE

(Quite yet)

YOU WON’T DIE

FEATURES BENEFITS

4. SPEAK THEIR LANGUAGE

TURN WORDS INTO SALES

WHAT WORDS DO THEY USE?Why make things harder for yourself by trying to teach your customers when you could mirror their language?

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SICK LEAVE

BONUS

PERSONAL LEAVE

STI

TURN WORDS INTO SALES

WHAT WORDS DO THEY USE?

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5. AVOID THE CURSE OF KNOWLEDGE

This cognitive bias causes you to believe that people understand you a lot better than they really do.

THE CURSE OF KNOWLEDGE

When you know things the other person doesn’t and you’ve forgotten what it’s like to not have this knowledge.

ARE YOU A SOFTWARE COMPANY?Are you 100% sure people know what you do?

SOFT CO.

6. DON’T BE AFRAID TO GET EMOTIONAL

TURN WORDS INTO SALES

EMOTION SELLSWhy do I want a photo of my children? I see them every day.

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