These fine words come from John Jantsh, Duct Tape Marketing. Whether you write copy to sell something, or copy to inform your readers and potential clients, there is some effort that goes into writing well.
Writing Is A Master Marketing Skill
By John Jantsch
Sept. 27, 2005, from Duct Tape Marketing newsletter
Few things are sold without a prospect reading a written word or two.
Business owners often ask me what they should be looking for in a marketing assistant and I always say – find someone who can write.
Now, let me back up and tell that what I really mean. Find someone who will write.
Many people claim that they are not good writers, and my take is that they simply don’t write. In order to become a good writer, in order to use writing as a marketing skill you must write. You can always have someone edit what you write, but it’s the act of writing that starts the marketing ball rolling. (I know my editor friends out there wish I would take that editing advice.)
Here’s what I have found.
Writing creates ideas. It’s rarely the other way around. Many times I have no idea what I am going to write, but once I start, ideas just happen. What comes about is often far greater than anything I could have simply thought and then transferred to paper or screen.
Writing will help you have something to say. The more you write, the better you will sell.
Writing will help you listen more actively.
Write speeches, write notes, write essays unrelated to your business.
Okay, write sales letters, write web pages, write white papers. Just, write first, and then see what you had to say.
Your business and your marketing will thank you!
John Jantsch is the creator of the Duct Tape Marketing, small business marketing system.His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and was twice named "Best Small Business Marketing Blog" by the readers of Marketing Sherpa.
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