When it comes to writing, good grammar is the bare minimum. It is expected; and if you don't have it, then many will dismiss your sales letter outright.
And, yet, going from good grammar to perfect won't be enough to change your sales letter conversion rate from 1% to 2%. Nor will a grammatically flawless headline keep people reading your sales letter with increasing attention.
In fact, when it comes to improving your conversion rates, style--not grammar--is most important. When your style is weak, clunky, or disorganized, your readers will stop paying attention and will eventually leave.
And when your style is clear and riveting, readers will be drawn into your copy; and will want to read more. And this is why you must make an effort to improve your style in addition to your grammar.
What many don't understand is that style improvements don't occur magically. Style also isn't a "talent" that you either have or don't. Rather, you can improve your style, just as you can improve your grammar.
You can even purchase style guides that tell you exactly how to improve your writing according to a set of clear rules. However, before you buy any books, you should start with the following set of ten rules:
1. Avoid using cliches. Cliches are tiresome and create the impression of uninspired, uncreative writing, so avoid using them where possible.
2. List major points. Instead of spreading information throughout the body of a document, summarize important points in a central location using bullet points.
3. Give the reader directions. Rather than simply leaving your reader to figure out what's going on, give her hints about where she's been, where she is, and where she's going.
4. Write in the active voice. Consider the following two statements: a) "John created the website"; and b) "The website was created by John." The first statement is in the active voice, which is what you should try to adopt in all of your writing.
5. Get rid of unnecessary qualifiers. Most style experts claim that words like "really" and "very" don't add anything to writing, but often take away from it. Try to avoid using them where possible.
6. After you write the first draft, always try to reduce the size of the piece of writing, rather than adding to it. Cut out unnecessary sentences and clauses; and simplify constructions that are planning to keep.
7. Keep sentences short and clear. Long, complicated sentences with confusing constructions will do little other than baffle your readers.
8. Avoid turning verbs into nouns. For instance, instead of saying "I had to make a decision," say "I had to decide."
9. Maintain a single voice. If you don't maintain a single, coherent style throughout the piece of writing, it will be difficult for a reader to envision you as a person. When it comes to sales writing, it is critical that they can do this.
10. Organize your writing. Organize the paper, including its sections, subsections, and paragraphs. A clear and organized purpose will make it easier for the reader to pay attention to your writing.
In addition to following these 10 style tips, you should also invest some time in style drills; and in reading a style manual. One good fall-back is the classic "The Elements of Style."
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