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The Lousy Writer’s Guide to

WRITING PERSUASIVELY

by Janice Jacobs, Published 2007

Publishing services by Writing Career Press

( http://www.lousywriter.com ).

Cover design and layout by Brian Konradt

( http://www.busyentrepreneur.com ).

This publication is protected under copyright law, and is intended for

private educational use only; any legal or financial advice should be

obtained from the appropriate professionals.

ABOUT THE AUTHOR

Janice Jacobs has been a professional freelance technical

copywriter since 1999. She specializes in the high-tech

telecom industry, but also freelances for several other

industries. She has freelanced for Fortune 500 companies and

advertising agencies.



Find freelance writing jobs at www.Online-Writing-Jobs.com

Listen to FREE podcasts on how to write better at www.LousyWriter.com

FEEL FREE TO DISTRIBUTE THIS EBOOK

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permission from the publisher or author, as long as it is NOT altered

and this ebook is distributed in its entirety.

You may freely give away this ebook, bundle it with other products,

give it away as a free bonus product, or make it available as a free

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Special thanks to:

StyleWriter and White Smoke

for providing grammar, editing, and writing style advice.

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Chapter 1:

Persuasive Writing

Writing persuasively is magical: the use of persuasive

words has the power to convince your readers to take

action, whether it’s to order your product, enlist your

services, pick up the phone, or subscribe to your

newsletter. The main thrust of persuasion is to answer

the question, “What’s in it for me?” Readers want to

know from the very start of your ad, sales letter, or sales pitch. If

what you write can’t answer this question immediately, your readers

will lose interest and they won’t read further. Right away, this

translates into lost sales.

What is persuasive writing?

Is persuasive writing a work of art or beauty? Is it clever slogans or

amusing prose? Is it descriptive writing that deserves an award or

recognition?

It’s none of the above.



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Listen to FREE podcasts on how to write better at www.LousyWriter.com

Persuasive writing is salesmanship multiplied.

Nothing more.

And using persuasive writing in your ads, sales letters, or sales

pitches, is, really, salesmanship in print .

The purpose of a persuasive writer’s job is to sell . Period.

The selling is accomplished by persuasion with the written word,

much like a television commercial sells (if done properly) by

persuading with visuals and audio.

As Claude Hopkins wrote in his timeless classic, Scientific Advertising:

“ To properly understand advertising or to learn even its rudiments one must

start with the right conception. Advertising is salesmanship. Its principles

are the principles of salesmanship. Successes and failures in both lines are

due to like causes. Thus every advertising question should be answered by

the salesman's standards.

“Let us emphasize that point. The only purpose of advertising is to make

sales. It is profitable or unprofitable according to its actual sales.

“It is not for general effect. It is not to keep your name before the people. It

is not primarily to aid your other salesmen. Treat it as a salesman. Force it

to justify itself. Compare it with other salesmen. Figure its cost and result.

Accept no excuses which good salesmen do not make. Then you will not go

far wrong.



Go to www.WhiteSmokeSoftware.com to enhance your writing and grammar.

Lousy writer - Writing persuasively.pdf

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