There are distinctly two things that will compel the reader to take action – firstly they buy wholeheartedly into the USP (Unique Selling Proposition) that your product / service or special report has to offer OR they feel the benefits you describe will be of great use to them!

Some rules I always adopt are:

• Write from the buyers / readers point of view – not yours!
• Write as if you are talking to a friend – make it conversational.
• Show real enthusiasm as you write as remember passion is one of the main keys to success.
• Just let the words flow – never edit as you write as the best way to spark creativity is to simply
• Start writing without worrying about what you’re putting down.
• Use short punchy sentences rather than long drawn out ones.
• Always ask for action at the end of your letter / email.

• Headline – is it compelling? Does it grab your attention? Is it about me as the reader?
• Sub-head or Opening paragraph – does the letter or email flow from the headline into a compelling question, statement or piece that really creates interest and gets the readers juices flowing?
• Body Copy
• Is it punchy?
• Are key points highlighted – either underlined, italicised, bolded, in a different colour, etc?
• Is the copy spread out sufficiently with good use of bullet points to break it up?
• Is it written in spoken language?
• Does the copy keep my attention?
• Does the copy build my desire to take further action?
• Is there a compelling enough offer in the letter to grab my attention, hold it and drive me to action?
• Is there some element of scarcity used – either in terms of a time sensitive offer / a limited number of copies / a price that is only available for a certain period of time?
• Are there additional compelling bits of info, such as a special discount? A bundling option?
• A Free Add-On?
• Call to Action – is this strong enough with sufficient options of how to take action? Again this needs to be driven by some form
  Problem Solving: This Simple Process helps Identify Creative Solutions to Difficult Problems
  Five years ago, a couple of instructors that I was working with and I were brainstorming about different ways to promote our training programs more easily. Up to that point, I had spent my entire career in training focused primarily on helping individuals become more successful by helping them strengthen certain skill sets such as public speaking, management skills, and selling
  s I always adopt are:
  • Write from the buyers / readers point of view – not yours!
  • Write as if you are talking to a friend – make it conversational.
  • Show real enthusiasm as you write as remember passion is one of the main keys to success.
  • Just let the words flow – never edit as you write as the best way to spark creativity is to simply
  • Start writing without worrying about what you’re putting down.
  • Use short punchy sentences rather than long drawn out ones.
  • Always ask for action at the end of your letter / email.
  The key checklist I always use as part of my writing is as follows:
  • Headline – is it compelling? Does it grab your attention? Is it about me as the reader?
  • Sub-head or Opening paragraph – does the letter or email flow from the headline into a compelling question, statement or piece that really creates interest and gets the readers juices flowing?
  • Body Copy
  • Is it punchy?
  • Are key points highlighted – either underlined, italicised, bolded, in a different colour, etc?
  • Is the copy spread out sufficiently with good use of bullet points to break it up?
  • Is it written in spoken language?
  • Does the copy keep my attention?
  • Does the copy build my desire to take further action?
  • Is there a compelling enough offer in the letter to grab my attention, hold it and drive me to action?
  • Is there some element of scarcity used – either in terms of a time sensitive offer / a limited number of copies / a price that is only available for a certain period of time?
  • Are there additional compelling bits of info, such as a special discount? A bundling option?
  • A Free Add-On?
  • Call to Action – is this strong enough with sufficient options of how to take action? Again this needs to be driven by some for
    When Managers Become Hamlets
    This alludes to the famous play "Hamlet" by Shakespeare. Hamlet was a character who was highly indecisive about what he wanted to do and always mulled over things while taking a decision and many a times avoided or delayed taking decisions. This could mean disaster if applied in case of a working manager as he has to be on his toes and take fast decisions. This is more relevant
    ng drawn out ones.
  • Always ask for action at the end of your letter / email.
  The key checklist I always use as part of my writing is as follows:
  • Headline – is it compelling? Does it grab your attention? Is it about me as the reader?
  • Sub-head or Opening paragraph – does the letter or email flow from the headline into a compelling question, statement or piece that really creates interest and gets the readers juices flowing?
  • Body Copy
  • Is it punchy?
  • Are key points highlighted – either underlined, italicised, bolded, in a different colour, etc?
  • Is the copy spread out sufficiently with good use of bullet points to break it up?
  • Is it written in spoken language?
  • Does the copy keep my attention?
  • Does the copy build my desire to take further action?
  • Is there a compelling enough offer in the letter to grab my attention, hold it and drive me to action?
  • Is there some element of scarcity used – either in terms of a time sensitive offer / a limited number of copies / a price that is only available for a certain period of time?
  • Are there additional compelling bits of info, such as a special discount? A bundling option?
  • A Free Add-On?
  • Call to Action – is this strong enough with sufficient options of how to take action? Again this needs to be driven by some for
    Advertising That Annoys: The Real Story
    Critics conclude that entertaining or “creative” commercials sell better than those that are bland. But liking the commercial may not really be that important in the scheme of things. It all depends on the needs and preferences, motivation and financial reservations of the customer. The question isn't whether people like the advertisement or not, it’s whether the advertisemen
    ing?
  • Body Copy
  • Is it punchy?
  • Are key points highlighted – either underlined, italicised, bolded, in a different colour, etc?
  • Is the copy spread out sufficiently with good use of bullet points to break it up?
  • Is it written in spoken language?
  • Does the copy keep my attention?
  • Does the copy build my desire to take further action?
  • Is there a compelling enough offer in the letter to grab my attention, hold it and drive me to action?
  • Is there some element of scarcity used – either in terms of a time sensitive offer / a limited number of copies / a price that is only available for a certain period of time?
  • Are there additional compelling bits of info, such as a special discount? A bundling option?
  • A Free Add-On?
  • Call to Action – is this strong enough with sufficient options of how to take action? Again this needs to be driven by some for
    Customer Service Hell
    When I am referred to the customer service department of a large company I let out a big groan. The dreaded customer service department is often a clearing house for questions and complaints. This is a typical telephone conversation I have had with a one of these departments:Ring Ring. Recorded message: "We are sorry but all our representatives are busy right now. You a
    it and drive me to action?
  • Is there some element of scarcity used – either in terms of a time sensitive offer / a limited number of copies / a price that is only available for a certain period of time?
  • Are there additional compelling bits of info, such as a special discount? A bundling option?
  • A Free Add-On?
• Call to Action – is this strong enough with sufficient options of how to take action? Again this needs to be driven by some form of scarcity to encourage the reader to take action NOW rather than putting it off.
• Who is the letter from – is it a real person? Does the title of the person ring true? Is the signature genuine?
• P.S. - Is there a PS that reinforces the offer?