附註:Includes index.
Getting started -- Putting the prewriting questions to work -- Writing made easy! -- Revision : your final step! -- Writing routine messages -- Plan B : writing to hostile readers -- The buffer zone -- Delivering the bad news positively, persuasively, and professionally -- End friendly and cooperatively -- Never say you're sorry -- Focus on what matters to them -- Grab their attention to sell your idea -- Build interest to keep them with you -- Deliver your features -- Educate enough, but not too much -- Ask for what you want -- The conversational test -- Choose the correct word -- Email etiquette -- Enhance your worth.
摘要:Five seconds - that's all the time you have to grab your prospect's attention with a written piece, and that's why every sales professional needs to understand and grasp the secrets of effective sales writing. In this updated edition of her self-published book, Power Sales Writing, Sue Hershkowitz shares the powerful strategies you can use to beat out the competition, as well as the secrets to building and maintaining profitable relationships with customers and clients. And with Sue's easy-to-implement and easy-to-understand Power Writing tools, you'll learn to write sales messages that will compel your prospects to act. Most importantly, Sue's brisk style and concise delivery means that you'll get this vital information as quickly as possible - no fluff, no time wasted, just instant, sales-saving writing techniques and tips. Even if you feel you can't even write a grocery list, Sue's practical, step-by-step approach to compelling sales writing will have you scribbling out winning copy in no time.; In addition, while Sue offers examples of what good sales writing looks like, she also teaches you to focus on what you want to accomplish with each sales piece that you sit down to write. This awareness of desired outcomes helps you really understand what makes sales writing work, rather than simply encouraging you to copy some other piece of writing, as is the case with other books. In addition, the book is progressive, so that each chapter builds on the one that came before, leading you from the basics of composing a selling document to the fine-tuning tactics that lead to high-performance sales. Power Sales Writing also features: Helpful lists of phrases and words to avoid; Memorable techniques to help you edit and revise your own writing; Tips on how to break bad news with your writing, and still get the outcome you want; Advice on translating your existing sales skills to the page; Useful techniques that help you focus on your reader and articulate their needs in
