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Sell by Making a Case, Not by Being Excited

https://www.flickr.com/photos/gedankenstuecke/
Image cour­tesy of Bas­t­ian Gre­shake

This post applies to writ­ing as much as to life: when using excla­ma­tion to sell an idea, don’t for­get the point. Excite­ment on your behalf only does one thing: it tells your audi­ence what you’re feel­ing. What it does­n’t do is make a point.

Excite­ment, by itself, is uncon­vinc­ing. And when you try to close a sale with­out giv­ing peo­ple a rea­son to buy, it does­n’t mat­ter how excit­ed you are. They won’t buy. In fact, being excit­ed with­out giv­ing your audi­ence a rea­son to be excit­ed is just makes you look weird. You might as well be scream­ing from the rooftops that you paid your water bill.

That’s why I nev­er used excla­ma­tion points when I wrote ads, and it’s why I don’t usu­al­ly titrate my excite­ment in pre­sen­ta­tions to the audi­ence.

Because if it does­n’t mat­ter, it does­n’t mat­ter. And an excla­ma­tion with­out a point just makes it annoy­ing.

Instead, tell them some­thing they’ll care about.