Write Better, Sell More [Part 3] - Cut The Waffle 🧇

In this series, we've been running through how to get your customers glued to their screen while they devour your marketing. If you haven’t checked out the previous two instalments, they’re here:

Write Better, Sell More [Round 1]

Write Better, Sell More [Round 2] - The Undefeated BAR Test ✊

You know what's killing your sales?

Being boooooooooooring.

And nothing screams "boring" louder than waffling.

Now, you might not know the term “waffling”, but once I show you some examples, you’ll start seeing it everywhere—and trust me, it’s everywhere.

How To Spot - and Mercilessly Destroy - Waffling

Take a look at this sentence:

“The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.”

Or how about this:

“I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“

And this one:

“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.”

You know what they have in common?

They’re WAFFLING. It's like trying to cur through the noise with a blunt spoon, lotsss of words, zero impact!

You want to be sharp, not soft. You need to slice through the fluff like a hot knife through butter.

We need a chainsaw. 

Cutting The Fluff with Active Language

Alright, let’s sort out these sad, flabby sentences.

First up 📛:

“The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.”

Ugh, boring wet noodle of a sentence.

Here’s how you fix it with active language ✅:

“Meeting’s at five. Subject: ‘The sorry state of business writing’.”

See that? Clean, precise, and gets straight to the point.

Next one 📛: 

“I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses.“

Yawn. Let’s fix this ✅.

“We generate leads for home service businesses. Interested?“

Boom. No messing about.

Now for the last one 📛:

“I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed.”

Ok. This is easy. Ready?

“.”

Yep, that's right. Just stop.

The entire sentence doesn’t do anything! Why are we telling someone that he’s busy and we want to keep it brief? 

Just by writing these words, we’re wasting time. Which is the last thing you want to do, right?

The End Of Waffling

Let’s stop the passive language, once and for all. No more tiptoeing, no more soft-pedalling. Write like you mean business.

Write like you’re breaking down doors, kicking down fences, storming the barricades.

Take charge in your language and see your sales explode.

Speak soon,

Thomas

P.S. Want to know how I’ll help you cut the waffle and make your prospects hang on to your every word?

Get in touch with my agency today. If we’re a good fit, I’ll personally look at your business and marketing, devise a strategy, and discuss it with you in a call—completely free of charge.

No hard sell. No pressure. Just results.

Sounds good? Then fill out this form: https://www.thresults.com/contact-us