A MEETING MASTERS MEMO

Created by
John K. Mackenzie

1. Promise a benefit in your headline or first paragraph.

You can't go wrong by leading off with the most powerful benefit you've got. (Just make sure you know what it is.)

Often called a USP for Unique Selling Proposition. Many businesses can't define their USP, much less have one to talk about. It should be the one, unique advantage you deliver – be it your marketing, delivery, price, service, choice, or exclusivity.

2. Immediately amplify your important benefit.

If you've got a great lead, build on it right away! Follow through and don't leave it hanging.

3. Tell readers exactly what they can expect to get.

Sure, you know what you're offering. But don't make the mistake of assuming your unknown visitor does! Spell it out! By the numbers. .

4. Prove your statements.

Many readers, particularly Web visitors, are skeptical and cynical. Use verifiable testimonials if you can get them.

5. Tell readers what they can lose if they don't act.

People will buy because: a) they see an advantage to getting something they haven't got, or b) they want to avoid losing something they already have.

6. Recap prominent benefits in your closing.

As a general rule (if readers get to the end of your pitch) summarize features and benefits FAST and sign off!

7. Incite action!

Find a strong, logical reason your reader should act NOW! Don't give your potential customer any reason to "come back later." But avoid old clichés such as "Supplies are limited" and "This offer will not be repeated" etc. No one believes that stuff anymore.

SOME WRITING TIPS
Use short words and sentences: Don't slow your reader down. Rudolph Flesch put it nicely, "For every 100 words you write, make sure 75% of them have five letters or less."

Rudolph Flesch and A.H.Lass, A Classic Guide to Better Writing New York: Harper, 1966, pp.288, ISBN 0062730487 Click book cover for link to Amazon.

Rewrite and edit: RUTHLESSLY! When you think something is really great...put it away, come back in an hour, and take another look!

COPY TEST
Unless you're up against a tough deadline, try your copy out on three or four volunteers. (Avoid close friends.) E-mail evaluations often work because they encourage a candor that face-to-face meetings can inhibit.