Every year my father sends me a list. This years list, "Fake News," "covfefe" top this year's banned words list was published by MICHIGAN RADIO. Reviewing these lists and reflecting or laughing at our having fallen into the traps of using the shamed words is a New Year tradition for us. I thought I might share it with you too. "Let me ask you this" are you guilty? I am, but also I am committed to improving. For me, shedding some words might be as important as shedding a few pounds!
Aristotle and Good Copywriting
So, does good writing sell?
In the world of business-to-business marketing, in particular complex industries like financial services, the short answer is of course yes. In fact, good writing sells exponentially more than poor or mediocre writing. But what is good writing?
Above all else, good writing is compelling. The trick is that there are an almost limitless number of ways to compel people to action. One sound way to prepare your argument follows the ancient science of rhetoric. It’s amazing that after thousands of years, the basic principles that Aristotle defined still apply to your business.
I ran across a sales and marketing article recently called The Ultimate List of Words That Sell. There is a good bit to like in their thinking though, as usual, I have opinions about these things. Most notably, there are no magic words that sell; these words are not a kind of pixie dust that magically closes a deal.