Sales Writing

While sales and mar­ket­ing writ­ing ulti­mate­ly share the same goal — to con­vince the read­er they need our prod­uct or ser­vice — sales con­tent goes to a small­er, more spe­cif­ic audi­ence and it should be writ­ten as such. Here are some tips to get you started.

When you’re writ­ing for sales, you’re talk­ing as one per­son to anoth­er. Sounding like a human is more impor­tant than ever. You want to be seen as a per­son, not an enti­ty, so use I” instead of we” when talk­ing about actions you are tak­ing. (It’s still okay to use we” when ref­er­enc­ing some­thing Hudl is doing as a company.)

The ide­al sales email is short — 150 words or few­er when pos­si­ble. Write con­cise­ly by avoid­ing inflat­ed, over­ly-for­mal lan­guage. For exam­ple, there’s no need to say your team will have the abil­i­ty to” when you can eas­i­ly say your team can.”

Write like you’re speak­ing to a friend. Your email will be more read­able and like­ly see high­er response rates. While it’s okay to use a tem­plate to save time, start and end on a per­son­al note. Focus on how what you’re offer­ing will specif­i­cal­ly ben­e­fit the indi­vid­ual you’re talk­ing to, not just their organization.

When you’re hav­ing a face-to-face con­ver­sa­tion with some­one, you prob­a­bly wouldn’t ask them five ques­tions in a row. Create space for dia­logue with your read­er by ask­ing one ques­tion (or ask­ing for one action) at a time.

  • Is it clear what we want the read­er to do?
  • Is there a short­er way to say what we said?
  • Does this sound nat­ur­al when read­ing it out loud?
Last Updated: 26 May 2020 at 2:58pm CDT