Chris Amorosino Business Writing Thats Powerful & Profitable

Writing Powerful & Profitable Business Communications

Chris John Amorosino

Amorosino Writing, LLCCopyright © 2006 by Chris John Amorosino

Copyright © 2006 by Chris John Amorosino

A Mystery


What Makes A Business Succeed?


Six Essentials

1. Feed the dog meat, not catnip

2. Fire a laser, not a shotgun

3. Show, don’t tell

4. Forget your target market

5. Command

6. Tell the truth



Write to the

needs of your market



Deliver one key point with strength, not ten points weakly


What is the main job of any sentence you write in a

business communication?


Six Essentials for Powerful Business

Communications



3. Show, don’t tell4. Forget your target market

5. Command

6. Tell the truth


How Do You React?

• We provide excellent customer service.

• Our product is made from the finest ingredients.

• We offer extremely reasonable rates.


Claims Without Proof Create Doubt

“Yeah,


Imagine

Your company gets arrested and thrown in jail for being a useless member of society, a vagrant.

What evidence would you present in a court of law to prove your company’s value?


4. Consider the Icing


Ask Yourself

• What visuals might bring these words to life?

• How well will this content look in the amount of space I have?

• Will it be easy for people to find key points and read selectively?


5. Fire a Rifle; Don’t Blast a Shotgun


Owning a Word

• Heinz• Volvo• Nordstrom’s• Domino’s• Crest• You


Local Word Ownership

• Apricot’s• Avon Schools• George’s


Small Life Insurance Company

• “Have a little fun, make a little money”

• Bruce Moose• Dynamite mailer• The National Inquirer

You can’t stand for anything if

you chase after everything.


6. Get Personal

• Business always one on one

• Don’t write to your target audience


Help This Writing

“Here’s what your peers have to say about our Acme Software.”


This Is Better

“Here’s what your peers have to say about our Acme Software.”

BETTER:

“Here’s what people like you are saying about Acme Software.”


Help This Writing #2

“Seventy five percent of the people denied this insurance coverage might qualify under our plan.”


This Is Better


BETTER

“Of every four people denied this insurance coverage, we approve coverage for an average of three of them.”


This Is Best


BETTER

“Of every four people denied this insurance coverage, we approve coverage for an average of three of them.”

BEST

“The other insurance company rejected Chris’s application today. If Chris had applied to XYZ he would be celebrating his approval.”


8. Give a Reason to Respond


9. Do the Little Things

What’s wrong with these sentences?– Its a pleasure to see you.– The affect your product had was immeasurable.– We expect all major credit cards.


10. Speak Clearly

• Don’t try to overawe the reader with protracted, anomalous lexicon.

• Never write two sentences together without end punctuation it will confuse the reader.

• Good writers don’t shift verb tenses because they will know proper grammar.

Actual Newspaper Headline:

Police Begin Campaign to

Run Down Jaywalkers

Another Headline:

Panda Mating Fails;

Veterinarian Takes Over

A Third Real-life Headline:

Something Went

Wrong in Jet Crash, Expert Says

11. You Must Provide a Benefit

12. You Must Be Honest


What’s Wrong?

• There are many people who played an important role.

• Our new cars save gas.

• Without this service your business could face a crisis situation.

• You helped us last year. Can you again?

• The client is in opposition to the change.

The price of making a powerful statement is

cheap compared to the cost of messages that

don’t work.-- Roy H. Williams

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Chris Amorosino Business Writing Thats Powerful & Profitable

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