In this article series we’re covering writing and how you get your customers glued to their screen while they devour your marketing. If you haven’t checked out the previous two instalments, they’re here: Why Good Writing Is Your New Marketing Superpower and The Quickest And Easiest Way To Fix Your Writing
Want to know something that really destroys your sales?
Being BORING!
And the absolute most boring thing in the world is when people ‘waffle’.
Be warned, once I show you some examples you’re going to start noticing it everywhere…
How To Stop Waffling In Your Writing
Take a look at this sentence:
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“The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.”
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Or this one:
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“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 both have in common?
Yep, you guessed it, they’re WAFFLING.
It’s weak and passive writing. We want writing that cuts through all the other garbage people read on a day to day basis and actually gets them interested.
Best way to do that? Use something known as ‘Active Language’.
If you’re trying to cut down a tree you’re going to get a chainsaw right? Not a piece of string or a straw.
That’s exactly how powerful active language is in comparison to waffling.
Using Our Active Language Chainsaw To Cut Through The Clutter
Okay, let’s put this into practice and fix those horrific sentences.
“The meeting will be held at five and what will be discussed is ‘The sorry state of business writing’.”
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Boringggggg.
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Here’s an active version:
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“The meeting’s at five. Subject: ‘The sorry state of business writing’.”
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See how that’s much more to the point? There’s no waffling, it’s not boring. We tell the reader what’s happening and then move on.
Here’s the other one:
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“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.”
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Ok. This is super easy. Here:
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“.”
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Yep, that’s it.
The entire sentence doesn’t do anything! Why are we telling someone that he’s busy and therefore we want to keep it brief?
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Just by writing these words we’re wasting their time and ours. It’s probably the last thing we want to do if we genuinely want to be respectful of their time.
Ridding Of Waffling
To sum it up, let's stop using such passive and weak language.
Write like you're cutting down a tree. Be effective, efficient and get to the damn point.
Take charge in your language and see your sales and results soar.
So, What Do I Do Next?
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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?
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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.
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No cost, no obligation.
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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.
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Sounds good? Then fill out this form: https://www.jsresultsmarketing.com/contact
Talk soon,
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Jordan
JS Results
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