Update: Carol, a yoga instructor in my speaking group, was concerned about giving gestures from the platform. She thought her gestures needed work. You could tell she wasn't satisfied.

I'm not big on rehearsed gestures because at times it can seem like a performance. Gestures should look natural and could change instantly depending on your connection with your audience. It's more important to be "in the moment" with your audience than focusing on gestures.

Wouldn't you agree?

Connection is key. Without it, your message becomes lost. No matter what type of audience you have.

Let's focus on making a better connection with your reading audience in today's...

Feature Article: Writing Promos That Deliver Results...

Subscribe: Sign me up for this e-zine and qualify me for the 5-week Secrets to Website Mastery e-course.

Communication Deficit...

Knowledge doesn't always translate into power. Having a PhD doesn't always mean you're a success. And looking the part doesn't necessarily mean you can play the part.

I just finished watching an online business seminar given by a PhD whom I know. She looked professional and was a source of great knowledge. But one thing she does lack: the power to engage. Which can spell disaster for her business.

She gave her talk in an almost textbook lecture fashion. She threw in a couple of slides and jokes for good measure. Otherwise you couldn't hear a peep from the audience.

The main problem: she tried to teach using logic...

Which may work for students trapped inside a classroom. But it doesn't work well for independent thinkers, creatives and those who have a broader business scope.

Here's my rule of thumb:

Speaking to impart knowledge is fine. But speaking that can move people to action is even better. Starting today, let's become better communicators.

Writing Promos That Deliver Results

Dear Associate,

It's happened again...

Another business owner dismayed with the results of her mail and email campaigns. Of course it didn't end there. She attempted other means to drum up new business such as cold calling, which nobody in her office wanted to do. And like a self-fulfilling prophecy, the results matched the enthusiasm... or lack thereof.

Have you ever had a similar experience?

The dollars wasted, the time lost and that deep-in-the-pit-of-your-stomach feeling that you may never be able to get your business project off the ground.

Do you know what?

You don't have to stay on the ground. You can get up. Or bounce back. The world will not recognize those who stay on the ground.

It's time to refocus, reapply and reinvest.

So if your promotion didn't do well... get up. Dust the dirt off and try again. As long as you're sure there's a market for what you offer—there will be consumers willing to buy what you have. And that will add nicely to your bottom line.

Let's look at three basics that will engage your prospect, blast through her wall of skepticism and give you promos that deliver results:

1) It's all about you.

In other words, don't be "me" centered in your promos. Become "you" centered. Because it's all about Mr. and Mrs. Prospect. Them. Your potential customers.

You're writing to them. Your promotion is for them. Why on earth would you talk so much about you, your company, and your service or product?

They're not looking for an explanation of your fine programs, or what education level you've attained or those big letters that are often trumpeted after your name. They're looking for a message that speaks to them... your target market. If your promos speak mainly about you, it usually gets round filed.

Here's number two...

2) What am I gonna get?

No, not you... silly.

But your prospect. It's what he gets that matters to him.

Your company name, products and programs may mean a lot to you and those on your team, but unfortunately they mean very little to your prospect. He wants to know what you will do for him, what problem you can solve for him or what big promise he'll receive through you.

And lastly, the important and often overlooked number three...

3) Write in a conversational style at a seventh grade level.

This helps your readers quickly grasp your message. The last thing you want is a promotion that has your reader asking, "Huh? I don't get this." In writing promos, simplicity speaks volumes.

What often happens with the majority of written promos is you get an information dump. There is very little flow. It's usually a mish-mash of thoughts lacking any segues.

This is what a lot of professionals say about their failed promos:

"People don't read this stuff;

"It's way too long; and,

"I've tried that and it has never worked."

My... how negative.

That's usually because their promotions are busy trying to impress their prospects by sounding educated and professional. Simplicity says to speak to them as if you were talking to a friend at Denny's. You're just having a friendly conversation.

I know you don't have money to waste. You want a promo that gets results fast. When you get good at these three basics of writing, get ready for an avalanche of new business.

Warm regards,