A discussion about sales, sales tips and advice, and about those who land the deal

We haven't touched much on this topic yet here at LandingTheDeal, but its an important one: Writing effective sales copy.

This can apply to presentations, sales letters, e-mails and blogs.  Great sales writing is essential to long term selling success.

Here's a quick set of outstanding tips from a former magazine editor and copywriter, Jennifer Stevens, on writing great sales copy:

You want your sales copy to be lively, to paint compelling "pictures" for your readers. That's the way you draw them in ... almost subconsciously.

Here's how to do it: Simply pay attention to your verbs. Every one of them - from the headline all the way through to the close.

The verb in a sentence does the heavy lifting, so to speak. That's where the "action" lives - and so that's the place where you can most easily and effectively improve your copy.

First, do away with as many forms of "to be" as you can. (The "to be" verbs are: is, are, was, were, and am.)

Use, instead, verbs that describe an action and offer a visual image. Consider these three before-and-after examples:

1. The pain was there in her knees every day.

Better: The pain seared through her knees every day.

2. The company's profits are up 103 percent this year.

Better: The company's profits skyrocketed 103 percent this year.

3. This is a completely fresh book that is easy and simple to understand.

Better: We've created a completely fresh book that hands you simple, easy solutions.

When you trim the verb "to be" from your writing, you immediately make your sentences more active ... and, therefore, more effective.

You cannot eliminate "to be" from your writing entirely. Sometimes it's simply indispensable. But to quickly - and significantly - strengthen your writing, weed it out as often as you can and replace it with a more active verb.

Thanks, Jennifer.  Great tips!  The same rules applied years ago when I was a television sportscaster...we always stressed on keeping the verbs active and in the present tense.  Same philosophy that you're stressing, and I agree completely.