This marks the last article in the writing series. We will uncover the final crucial point that is often overlooked.
If you haven’t checked out the other two articles on how to make more sales by improving your writing, then have a look at them here:
Have you ever sold something to a customer who was bored with your content or product?
No?
That’s what I thought…
Let’s uncover and eliminate the one thing that makes reading an article as dull and lifeless as watching paint dry.
This one thing is something called “Waffling”.
The term will be self-explanatory when we look at some examples.
Here is the first one:
"At this time, it’s become clear that an important issue needs to be addressed, even though its importance might not be obvious to everyone involved."
Or this one:
"I feel I should let you know that the situation is changing, and it might need more clarification before any final decisions can be made."
Or this one:
"There’s a chance that under certain conditions, we can’t fully control, there could be delays, which can’t be ignored without further review."
These are all examples of “Waffling”.
In other words: Passive, weak, and neutered language.
You’re supposed to cut through the clutter. Trying to do so with waffling is like cutting down a tree with a toothbrush. It is doomed to fail.
The solution? A chainsaw - aka. Active language.
Let’s look at how to fix the sentences from above with active language:
"At this time, it’s become clear that an important issue needs to be addressed, even though its importance might not be obvious to everyone involved."
Here is the active version:
“We need to address the issue, even if not everybody involved understands its importance.”
Do you see how that is much more to the point?
Let’s fix the next one too:
From:
"I feel I should let you know that the situation is changing, and it might need more clarification before any final decisions can be made."
To:
“The situation is changing and we need more clarification before we can make the final decision.”
And last but not least:
"There’s a chance that under certain conditions, we can’t fully control, there could be delays, which can’t be ignored without further review."
Changed to:
“Under certain conditions, delays which we can’t ignore may come up.”
So this is the formula on how to kill waffling once and for all:
Don’t castrate your words with passive language.
Write like you would tear down a building: With full force head-on.
(And a Wrecking ball of course)
Go for it and you’ll be amazed how your sales numbers will skyrocket.
Until next time
Simon
P.S.: Wondering how I avoid waffling in my writing to keep my clients' customers hooked and reading nonstop?
Then get in touch with us now and I will personally take a look at your company and your marketing, come up with a solid strategy on how I would help your business, and discuss it all in-depth on a call with you.
No costs or obligations.
Fill out this form if you’re interested: https://www.simons-marketing-solutions.com/en/contact-8
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