Helping small business owners develop extraordinary businesses that really work for their customers, their employees, themselves and their families

Words that Sell

On January 10, 1776, a 47-page pamphlet, Common Sense by Thomas Paine, was released off the presses. Within a few months, 500,000 copies were sold.

In the pamphlet, Paine argued the American revolt against England shouldn’t be about “taxation without representation”. It should be about establishing America as an independent nation, and establishing a representative government where “the Law is King.”

That little pamphlet was the inspiration for the Declaration of Independence and the Bill of Rights. The Second Continental Congress voted to approve the Declaration of Independence a few months later, on July 4, 1776.

Words are used to sell everything. Even creating a new nation. Writing print advertisements, video advertisements, sales letters, postcards, emails, social media posts, web sites, blogs, posters, magalogs, books, catalogues, scripts for video sales letters and webinars is essential for communicating how products and services solve problems of customers or make their lives better.

The language for these communications is closer to a conversation across a kitchen table or a “letter to Grandma” than to a novel or an academic treatise.

The communication must from the writer’s head and heart to the ideal reader’s/viewer’s head and heart to establish an emotional, “That’s for me!” connection.

Sounds simple enough. Yet there are only a handful of writers who do this exceptionally well. This skill is highly valued by discerning business leaders and political leaders.

Artificial Intelligence tools, like ChatGPT, can’t (yet) create the most effective “selling” communications. They are helpful tools, but they have no heart and they aren’t human.

Most business owners are too busy attending to the other details of running their businesses to cultivate this skill. Even those who have the skill seek help with the many ways of communicating with their customers and prospective customers.

Would you like to explore how I can help you create effective marketing promotions? Please contact me at mgray@profitadvisors.com to schedule an initial conversation.

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Helping small business owners develop extraordinary businesses that really work for their customers, their employees, themselves and their families