The Power of the Written Word 2
PART 2
Do not over-use heavy type, symbols, etc.
The use of heavy type, large print, symbols etc. for emphasis is often used too much. For example, when quoting a price, if it is a good price, it needs no further explanation. It can be written in the same style as the main text. Readers can see it is a prce and as it is part of the main body of words, there is no reason to highlight it as being any more than an ordinary price. For example: Our supplier has purchased a bulk quantity of this item and this has made it possible for the price each to be just £9.99, regardless of quantity.
Why should the price be written like this, ONLY £9.99 !! if it is good value? We all know the best time for the reader to know the price is after he knows what he is going to receive for it, so why draw attention to it before he has all the reasons to want to buy it? Writing the price in bold large type will make it jump out of the page prematurely and the reader will make a decision on whether he wants to spend £9.99, not whether he wants to buy the product and the answer is usually “No”!
If the price is another method of retaining interest, it should be written in the same style as the rest of the content designed to do the same.
The limitations of the written word.
Reading as opposed to listening and watching has communication limitations. There can be no tone, Enter your own correction... language, no expression, and no visual indication or direction. In general, the words we use make up only 15% of the total communication, the rest is conveyed by tone, expression, movement and visual means. In written communication, the words are the only means of passing on the message.
This means the choice of the words is very important as they need to describe what you want to say as accurate as possible. The style and characterisation of the writing is also crucial to sending out the right message. Anything that can enhance the script is useful. Pictures, photos, diagrams and graphs where appropriate, can add more meaning to the description.
The limitations of the written word can have advantages which are not evident in other means of communication. The use of creative writing increases the imagination and can conjure up visions in the mind of the reader which would seem out of context by the use of voice and visual means. Therefore, all is not against the use of the written word to motivate readers into action.
Action.
As Affiliate Marketers we want our readers to take some kind of action after reading our words. This may be in the form of clicking on a link to our website, to another website or to obtain their email addresses to send them more information or offers etc. Whatever it is, there must always be a reason for them to want to do this.
Usually, offering something useful but free of charge is enough. E.G. a free ebook, a guide, or a newsletter which gives more information on the product or service in question needs the reader’s email address and it can then be added to a mailing list. A free subscription to a website gives the reader a sense of being part of a group of people with a common interest and this can be expanded later.
Once the reader has taken action he has made a minor commitment to the situation and then the selling operation can begin. It is almost as if this action has given us the right to sell harder and the reader has a bigger reason to be sold to.
Part 3 to follow
Recent Comments
7
Yo are so right! When I am reading an article that have captured my interest, I will continue reading until I find out what it costs, If I am interested enough I will continue. However time is precious and money wise valuable so, if the article is too long I will stop reading and move on. I don’t know how many people out there think the way I think. Certainly, when I am writing I give this some consideration!
Thanks for your time, Lydia. It's an unwritten rule, never give out a price until you have given out all the that you get for it, Rob
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Thanks for the info