How to Use Words that Sell

One of the most powerful tools in your sales arsenal is the informed and judicious use of words and terminology. Words have the ability to entice a prospect, hold the attention of the potential buyer, and ultimately result in the establishment of a relationship that not only results in a sale today, but helps to create other sales activity in the future.

At the same time, words have the power to turn away potential clients, make people feel unappreciated, and ultimately lead to not only the loss of a sale today, but also the loss of sales opportunities in the future.

The effective salesperson knows the importance of choosing the right verbiage to present both the seller and the product. Whether in verbal communications or in the creation of written documents such as sales brochures, letters and emails, or any other type of promotional materials, using the right words in the right places is key to being successful at the task of sales.

Here are some ideas that will help you hone your sales vocabulary, and enhance your ability to utilize words that ultimately lead to productive client relationships.

Section Six: Writing Classified Ads

Both in print and around the Internet, there are opportunities to write classified ads to spread the word about your business. In some cases, the classified ad may be only a sentence or two. In other cases, you may be able to manage something longer and still make it profitable.

Writing copy for classified ads is a little different from larger advertisements, in that no matter how generous the room for a classified ad, it is still a small space. Your challenge is to use that little bit of space to make a big impact.

The nature of a classified ad is to say a lot in just a few words. This means you will need to be as exacting in your choice of words as possible. Fortunately, a classified ad does not have to rely on proper sentence structure.

This makes it possible for you to make use of phrases to get your point across, if they are appropriate. Quick blurbs that are crafted properly will get the point across, and allow you to convey your intent in just a few words.

Another way to pack in more detail in just a few words is to employ the use of abbreviations. Depending on the publication where the classified ad will appear, you may be able to get by with using certain abbreviations that will be easily understood by the readers.

For example, if the classified ad is appearing in the back of a magazine dedicated to Information Systems professionals, then there is no need to spell out those words in the ad. Use the abbreviation “IS” and you save a lot of space that can be used to squeeze in another possible point of interest.

Along with industry related abbreviations there are generally accepted abbreviations that work both in print media and online. One such abbreviation would be “ISO” which is commonly used as the abbreviation for “in search of”. You may be surprised at how many abbreviations you can use without damaging the flow or integrity of the ad text.

Still, it is a good idea to balance the shortcuts with at least a couple of terms that are spelled out. If you are unsure of what types of abbreviations would be acceptable, check out some of the other ads for ideas.

One component that you should always include in the ad is contact information. Make sure that the type of contact detail you provide is completely reliable. If there is not a good chance of returning a phone call in a timely manner, then opt for an email address. Better yet, include the URL for your web site, so that the reader can go right to the source.

Usually, directing readers to the main page of your site is the proper procedure. However, if you are running a sale or want to feature one of your products or services, you may want to redirect the reader directly to a page that focuses on the particular item.

In fact, reading through several of the classified ads that are found on the ad web site or in the print publication is a good idea. It is possible to pick up on a number of pointers about the type of classified ads that the publication considers be acceptable.

You can easily incorporate those ideas into your concept for the classified ad, making sure that you are in compliance with accepted guidelines. This investment of time doing a little quick research will help to make the task of actually writing the ad a lot easier.