What do you recommend to people when they tell you they’re unable to keep up with reading all of that material? Much of the general writing advice just won’t have the same impact on your results that better copywriting skills could have.ħSR: There’s a lot of information out there on marketing strategies, not to mention all of the articles and news feeds that are directly related to a person’s field, service, or product. Writing with the explicit purpose to “convert” is very different from casual writing. But you should devote your studies to copywriting.
When you have a clear value proposition, developing your writing skills makes perfect sense. Understanding what are the best reasons for them to choose your products and services is more important than literary ingenuity.įirst, of course, you need to know what those reasons are-what I call your value proposition-so you can convey them with your writing. Peter Sandeen: If you write for a business, the purpose is to make the reader get closer to buying what you sell. Is writing a skill that people should spend the time developing, or can they “outsource” that particular task?
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We asked him about his strategies for information overload and other time-saving tips.ħSR: You’re an articulate writer, and you frequently emphasize the importance of well-crafted professional text in written communication with customers. When you have that extra time, you’ll be able to devote it to learning from people like Peter Sandeen, whose expert advice on marketing can help you expand your client list and communicate with your customers to keep your business booming. That’s one of the reasons we encourage people to learn to speed read. In order to do that, you need the best information you can get, from as many sources as possible – and you need the ability to read, remember, and recall that information so that you can use it at precisely the right moment. And both society and technology keep moving forward, which means that you have to keep up with trends, stay on top of breaking news, and make sure you’re ahead of the competition. Customers and clients expect you to be on call 24/7 and you’ve got to fit that into your schedule along with everything else. There are never enough hours in the day to do everything. When you’re trying to grow your business, you’re constantly fighting against the clock.
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