The right words in the right order: that’s one definition of persuasive writing. But which are the right words? And what’s the right order? Can you use your existing marketing copy in your sales proposals and presentations? Or does it need to be changed so that it will be effective?
Your company may have a ton of marketing content—web pages, brochures, ads, blogs, and more. And you might have another ton of product literature written by subject matter experts. Unfortunately, none of it likely to work for what you need in sales and proposals. It may have the wrong tone. It may take too broad an approach. It may use language that is too “fluffy” for our purposes or too technical.
All is not lost! Listen in as two award-winning writers, Tom Sant and Geoffrey James, discuss simple tricks for transforming lame language into powerful persuasion.
Geoffrey James is the author of 9 books, including the widely-praised Business Wisdom of the Electronic Elite (which was translated into 7 languages and won 3 book club awards) and the classic book of computer humor, The Tao of Programming.
Since 2007, Geoffrey has written a daily blog about sales, marketing and success that has appeared on BNET, CBSi and currently on Inc.com. His blog has won two prestigious journalism awards and regularly receives over 1 million pageviews a month.
Dr Tom Sant is an internationally known expert in proposal writing, Tom Sant has been called "America's foremost practitioner of proposal writing" by the American Management Association. He has trained thousands of sales people, executives, and other professionals to write winning proposals, deliver effective presentations, and manage complex communication projects in a career that spans more than 25 years.