High-impact language for today’s lightning-fast world of sales Filled with practical writing tips, shortcuts, and examples, Power Sales Writing brings you up to date in a world where e-mail, social media, and smart phones dominate sales communication. If you’re not highly skilled with the latest communication platforms, you’re missing sales opportunities. Power Sales Writing will get you there in no time! “Your customers can ignore your correspondence or you can read this book. It’s that simple!” ―Larry Winget, television personality and #1 bestselling author of Shut Up, Stop Whining & Get a Life “If you can’t write well, you can’t sell. Power Sales Writing shows you how to be crisp, clear, and communicate at the highest levels.” ―Tim Sanders, author of Today We Are Rich “Can’t get enough! It’s so refreshing to find a resource that offers easy-to-use tools to help our sales teams deliver a compelling and engaging message that sets us apart from our competition.” ―Robin Farrell, Director of Corporate Sales Training, North America Operations, Hyatt Hotels and Resorts Sue Hershkowitz-Coore is an internationally recognized sales trainer. Her client list includes the world’s most prestigious sales organizations, such as The Ritz-Carlton Hotel Company, MetLife, and Marriott. Sponsored by American Express and designated “Best in Class” by Professional Convention Management Association, Sue is an award-winning speaker and corporate consultant. Sue Hershkowitz-Coore is an internationally recognized sales trainer. Her client list includes the world’s most prestigious sales organizations, such as The Ritz-Carlton Hotel Company, MetLife, and Marriott. Sponsored by American Express and designated “Best in Class” by Professional Convention Management Association, Sue is an award-winning speaker and corporate consultant. POWER SALES WRITING Using Communication to Turn Prospects into Clients By SUE HERSHKOWITZ-COORE The McGraw-Hill Companies, Inc. Copyright © 2012 Sue Hershkowitz-Coore All rights reserved. ISBN: 978-0-07-177014-9 Contents AcknowledgmentsIntroductionPart One Getting StartedChapter 1 Getting StartedChapter 2 Plan It: Save up to 80 Percent of Writing TimeChapter 3 Do It: Why Being Creative Is Less Important than You ThinkChapter 4 Check It: The Failure-Proof StepPart Two the Psychology of Persuasive WritingChapter 5 Create a Selling Message That Builds SalesChapter 6 Connect the Dots to Sell MoreChapter 7 Be Likable to Win the BusinessChapter 8 Use Social Media Trends to Write More Persuasive E-mailsPart Three successful Prospecting with e-mailChapter 9 Write "Cold E-mail" Messages That Get ResultsChapter 10 Craft Powerful Subject LinesChapter 11 Ask for What You Want—and Get It!Chapter 12 Build Interest to Sell More EasilyPart Four Brand Yourself as a ProfessionalChapter 13 Use the Language of Business to Drive ProfitsChapter 14 How to Not Be Your Own Worst EnemyChapter 15 Get Results, Not RidiculeChapter 16 E-mail on a Smartphone: Use This, Not ThatPart Five Keeping Customers HappyChapter 17 Write "Bad News" Messages—and keep Customers HappyChapter 18 What to Say when "I'm Sorry" Doesn't WorkChapter 19 How to Follow Up When You're Ignored—or WorsePart six Bonus to Use Right Now!Chapter 20 Writing Awesome Prospecting E-mailsChapter 21 Writing Amazing Follow-up E-mailsChapter 22 Enhance Your WorthIndex Excerpt CHAPTER 1 GETTING STARTED Organizing is what you do before you do something, so that when you do it,it is not all mixed up. —A.A. MILNE, WINNIE-THE-POOH I hate busywork. Drying dishes, for instance, is busywork. Why waste time dryingdishes when the air will dry them? I could be accomplishing a million otherthings instead of just standing there, drying. "Sharing ideas" at a workshop is another example of busywork that drives menuts. When there is one right answer, don't make me waste time guessing whatthat answer is and discussing all the wrong ones. Just tell me the right answerand help me apply it. Anything that doesn't help me move forward and get the job done, in my opinion,is busywork and should be eliminated. You can imagine my surprise, then, afterdespising being made to "outline" in school (busywork—why can't I justwrite the report?), when I realized that taking the time to organize my thoughtsbefore writing (not to be confused with outlining!) would actually propel me forward and help to accomplish the job more quickly. Here's what I learned: by taking the time to focus on your sales strategy andwrite your goals before you write your e-mail, you save time!"Measure twice, cut once." It applies to e-mail writing too. By taking the time to think through what you want your e-mail to accomplishbefore you start writing, you can save up to 80 percent of the time you spendwriting. THE LIFE-CHANGING AND VERY COOL THREE-STEP WRITING PROCESS The three-step process you're about to read about will change your life.Seriously. Not only will you save time