I would like to introduce one of the most important words in business writing, but before I do a
little background is needed:
Persuasion is the purpose of most business writing.
All letters to employers suppliers and customers are normally aimed at persuading the reader to
act.
The first thing to do is to grab attention - without which your message will remain unread, and you
have to make your message more interesting than any other.
So first of all create a headline that makes them read your message! - so try using curiosity to
make them read.
You can do that with the word THIS, or sometimes THESE
ne of the most famous advert headlines which sold a fortune in writing courses was ? Do you make
these mistakes in English?
Do you see how the word THESE draws you in to the copy? - it makes you curious to know which
mistakes!
This headline can be used as the basis for almost any situation
Do you make these mistakes in copywriting?
Are you using this little know tax loophole
This is the true secret of copywriting
So how about this or these in your headline
Few people realise until they go on business writing courses ? how much is known about persuasion in
print ? and which words can make a massive difference
