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(EMAILWIRE.COM, September 22, 2010 ) Goshen, MA – Whether online or out in the world, attempting to win over busy people with formulaic phrases and sentences is like trying to sell fruit by displaying painted wooden bananas, peaches and strawberries that can’t be tested by smell or touch. Instead, lure readers with original stories, sensory details, unexpected metaphors, relevant connections to their lives and the consequences of not taking action, says the author of a new book on using words to persuade, Meatier Marketing Copy: Insights on Copywriting That Generates Leads and Sparks Sales (www.yudkin.com/guides/index.htm).
"With the rise of the Internet, where shoppers canÂ’t touch the wares or look you in the eye to judge trustworthiness, words have a greater challenge to perform than ever before," says creative marketing expert Marcia Yudkin, who has just released her second of five books in the Marketing Insight Guides series from Creative Ways Publishing. "But when you understand the angles and techniques that cut through the readerÂ’s fog of indifference, words can bring your offering to life and convince someone not physically present with you to express interest or complete a purchase."
In Meatier Marketing Copy, Yudkin explains effective ways to maximize the power of words for lead generation or outright selling, including:
* Extend the effectiveness of metaphors – imaginative comparisons in words – by pairing them with related images and expressions
* Tempt readers to picture themselves using your products by spinning fictional stories about them
* Find positive, pleasant ways to communicate negative policies to keep your prospective buyer in an agreeable frame of mind
* Test whether or not youÂ’re saying something informative by reversing your adjectives and asking whether any merchant in their right mind would describe their product with those opposites
* Make your product descriptions juicier by describing vividly what readers can do and feel after they buy
Meatier Marketing Copy, ISBN 978-0-9716407-1-9, $15.99, features tips, research briefs, anecdotes and suggested actions that help readers put powerful wordsmithing to work for their organization. The book can be purchased at online bookstores or from www.yudkin.com/guides/index.htm as part of a five-volume series of Marketing Insight Guides.
Creative Ways
Marcia Yudkin
413-582-4052
pr@yudkin.com
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