Each and every time you receive a flier or promo material, a charity letter or notification of an event or offer, you can be sure that the words and phrase used have been chosen for a reason.
One of the first things you might notice is the constant use of "you" in the text. The writer does this to develop a personal relationship with you and goes on to use repetition of ideas, short sentences and positive language to engage you, the reader, so that you continue to move on through the text.
At the end of the text a simple instruction or piece of key information will be given - a call to action to the reader.
This will be repeated, either word for word or variations on the key idea ( 3 times is highly effective) and the text centred, emboldened or set against a significant amount of white space for effect.
This is highly effective as the reader finds that they are taken along with no natural ending and the promise of key information, which of course is not accessible unless you read to the end.
Do have a look at the next piece of unsolicited mail and notice the techniques used.
So now that you know about these powerful techniques, how do they relate to you and your everyday life? How can you use these to your best advantage?
The main thing is to be positive and speak and write as though what you say is actually happening. Speak in the present eg I exercise everyday, and avoid the use of "I try" I try to exercise every day.
Speak about events etc in the now and definitely DO NOT use the word try...
