Crisp: Writing Persuasively: Getting Your Ideas Across in Business by Kathleen A. Begley
When you adapt basic sales techniques in your everyday business writing, you can get your readers to do what you want. This book takes a fresh look at the purpose of most business writing, which is to sell ideas. A five-step model shows you how to grab your readers' attention and motivate them into action. Use the tips in this book not only to improve your writing, but to build strong relationships with your readers.
Part 1: Rethink Sales Recognize Your Sales Purpose Value the Quick Sale Step into Your Readers' Shoes Part 1 Summary Part 2: Use the S.A.L.E.S. Model Write to Sell with a Five-Step Formula Start by Getting Your Readers' Attention Add the Background Essentials and Unique Features List Benefits from Your Readers' Viewpoint Evaluate and Counter Possible Objections Sign Off with an Either/Or Call to Action Part 2 Summary Part 3: Involve Your Readers' Senses Understand Sensory Styles Make It Look Good Appeal to the Touch Make Your Writing Sing Size Up Your Readers' Personality Part 3 Summary Part 4: Adapt Additional Sales Techniques Make It Easy for Readers to Buy Prequalify Your Readers Personalize Your Message Create a Relationship Start High on Your Request Offer a Package Deal Use Testimonials Offer a Pilot Program or Trial Period Establish a Sense of Urgency Deliver What Your Promised Show Gratitude Be Positively Persistent Part 4 Summary Part 5: Get to the Point Go Back to Basics Keep It Short Make It Simple Write the Way You Talk Get Your Readers Up to Speed Concentrate on Verbs Accentuate the Positive Relax Grammar Rules as Appropriate Part 5 Summary Appendix Author's Suggested Responses Recommended Reading