Dear subscriber,
Let’s talk about writing.
You know, a lot of marketers get all jittery about writing.
It’s silly.
You should never be anxious about writing. If you can speak, you can write, okay?
You see, essentially, writing and speaking are one and the same – they both deliver a message.
Yes, it’s fine and dandy to be a technically good writer, but I’ve read a ton of writing from so-called professional writers who write such incoherent babble it makes your brain hurt.
It’s the same with speakers. So what if you can throw around elegant phrases and you have the vocabulary of a Harvard English professor, if nobody knows what the hell you’re talking about, in my semi-humble opinion, you’re a lousy speaker.
Listen, at the end of the day, it’s all just communication.
And the hallmark of good communication is clarity.
After you have communicated, the only question should be: Did the reader (or listener) understand what I just communicated?
Forget style, technique and all that stuff. That will develop naturally over time.
Focus on clarity.
Focus on “clarity” like Kanye West focuses on himself. Become obsessed with clarity. Write in the clearest and simplest way possible.
Ernest Hemingway once said, “My aim is to put down on paper what I feel is the best and simplest way”.
That philosophy kinda helped Hemingway out with his writing, dontcha think?
Heed this advice, Holmes, and you’ll become a shockingly good writer, or should I say, communicator.
Yes, aim to be a good communicator, not a good writer. If you do, you’ll become a good writer.
Capisce?
Excellent.
Now, let’s take it one step further.
Let’s say you are already, in fact, a brilliant communicator (like me!)
Well, I ask you, do you think that makes you a good salesperson?
If you think being a great communicator means you’ll automatically be good at sales, you are sadly mistaken.
Sure, your prospects will know exactly what you’re saying because of your clear communication, however..if clear communication is all you have…
…Thou Art Screwethed!
You see, good (even brilliant) communication doesn’t make people buy.
Sure, good communication plays a part, but it’s small potatoes compared to the one thing that really makes people buy.
And that one thing is this: Persuasive communication!
Ah, yes…if you master persuasive communication, you can pretty much write your own ticket.
Yes indeedy, you will always have the deck stacked heavily in your favor.
So, yes, work on being a good communicator, but don’t stop there. That would be stupid. No. You must also work on your persuasion skills. You should practice your persuasive communication as much as Steph Curry practices shooting three-pointers.
Now, if you are NOT currently doing something to improve your persuasion skills, you are one dumb bunny. As I like to say, “If you’re gonna be stupid, you’d better be tough!” (I often quote myself. It adds spice to my emails.)
If you are serious about upping your persuasive game, and you still haven’t gone through my Email Playbook, what in the world are you waiting for!?
Hey, you can wait if you want to.
Hell, my Playbook isn’t going anywhere. And, I’ve decided to keep the price at its current listing. So, yeah, there’s no rush.
But why would you wait?
I can only think of one reason: you don’t like makin’ mo’ money!
I’m out.
Kelvin
Email Marketing Maverick
P.S. Want to know how to turn your subscribers into customers? Then proceed here: The Ultimate Email Cheat-Sheet
