Http://blog.programmableweb.com/2013/09/27/service-objects-launches-api-for-online-address-verification/

The language used to sell your message should be straightforward and picture-perfect for a professional first impression.

Â·Yawn - Write and rewrite and write again

Avoid being too precious about your original thoughts. Be prepared to write multiple drafts until you get it right. It can be difficult to write simply and takes a lot of practice.

3 STEPS TO POWERFUL WRITING

Step 1: Ideas

Purpose of the communication:

Do you want to sell, or need, a product or service? Do you want to provide, or need, some information? Do you need some action taken? Are you seeking some specific help?

Who are you writing to?

Target audience:

Do you know them? Eg new or existing clients Level of rapport. Is it a personal or professional relationship? Would they understand the purpose of your communication?

Step 2: Structure

AEIOU formulae

Attract - Captivating introductory paragraph

Secure interest in the first instance to ensure people read your material.

Ask a question.

Do you suffer from...? Have you been affected by...? Would you like to...?

Create a desire

Imagine being debt-free...? Ever dreamed of a first-class world tour...?

Engage - Identify need

Quantify how businesses may benefit from your product or service or be harmed by failure to take action. Leading companies recognise the importance of... Profitable businesses cannot afford to ignore...

Idea - Provide solution

State how your product or service can resolve their problem in a simple and effective manner. We offer personalised advice on... Our expert sales team can show you how to...

Offer - State purpose

Clearly outline the intention of the letter. We would like to offer you... As a valued client you are entitled to...

yoU - Call to action

What do they need to do next? Lead the way for them. We will contact you to make an appointment... Call our friendly staff today to find out more information...

STANDARD LETTER SAMPLE

Date: Addressee Addressee's title Business/ company name Address Line # 1

Dear client's name,

Attract - STRONG INTRO PARAGRAPH TO CAPTURE ATTENTION Clear, concise and accurate writing is the most effective way to boost interest in your business because it is typically the initial point of contact with new clients.

Engage - COST/ HARM IF NO ACTION TAKEN Inferior writing skills can also be costly in terms of productivity caused by poor written communication between staff and management.

Idea - SOLUTION TO THE PROBLEM Bridging that communication gap is critical and can be achieved by:

Improving writing standards among staff and management Improving written information provided to new and existing clients

Title Company

Step 3: Mechanics Clear and concise language:

Does it make sense? Are there any grammar, punctuation or spelling errors? Have you used active speech?

Active versus passive writing There are two main ways to write. Active speech is the most powerful and effective way to deliver a message due to its direct approach. Passive speech, on the other hand, is more descriptive and uses too many words.

Definitions Active: The subject of the sentence takes direct action. Passive: The subject of a sentence receives the action.

For example Active voice: The customer placed an order. Passive voice: The order was placed by the customer.

Active speech is more direct and uses fewer words to deliver the message.

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