In this article series we’re covering better writing and how to get your customers glued to their screens devouring your marketing content.
If you haven’t checked out Part 1 and Part 2 they’re here:
You know what really kills sales?
Being boooooooring.
And the most boring thing in the world is something called “waffling”.
You might have heard about the term here and there, but once I show you some examples you’ll start seeing it everywhere.
How To Spot And Ruthlessly Kill Your Waffling
Take a look at this sentence:
“I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“
Or this one:
“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.”
You know what they have in common?
They’re WAFFLING. There’s so much passive, weak, neutral language there.
You’re supposed to cut through all the clutter and noise.
Trying to cut through the noise with waffling language is like trying to cut down a tree with a stick.
It won’t work.
We need a chainsaw.
Cutting Through The Clutter With Active Language
Alright, let’s fix these dreadful sentences.
“I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“
Almost had a heart attack reading that. Let’s fix it:
“Reaching out because we generate leads for home service businesses. Would that be of interest to you?“
To the point. Concise. Simple.
Next one:
“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.”
Alright. This is easy. Look:
“.”
That’s it. The entire sentence doesn’t do anything!
Why are we telling someone that he’s busy and we want to keep it brief?
By writing these words we’re wasting even more of his time.
Which is the last thing you want to do, right?
The Death Of Waffling
Let’s stop using useless words. Let’s stop being so careful, so timid, using castrated language.
Write like you’re breaking down doors, kicking down fences, crushing the barricades.
Take charge in your language by being direct and see your sales increase.
Talk soon,
Tony
P.S. Want to know how I’d make sure we’d eradicate waffling and keep your prospects glued to their screen, unable to stop consuming your content?
Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too.
No hard selling, no pressure, no annoying sales tactics.
Sounds good? Then fill out this form here.
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