The December 2004 Two Minute Tuesday

The Two Minute Tuesday goes out the first Tuesday of every month. Written in 200 words or less, the TMT only takes two minutes of your time but provides you with practical, inspirational, and motivational business and writing tips.

Two Minute Tip

Eliminate "should" from any writing you do. I recently received a newsletter that stated, "You should send them a piece of promotional material telling them about your new business and what you are selling."

"Should I? Really? Now why is that?"

"Shoulds" make people feel the following:

• Obstinate
• Guilty
• Nagged
• Scolded

The list could go on. Do you want your clients to have any negative associations with you or your business? I think not!

The errant sentence could have easily been re-written to say, "Send them a piece of promotional material . . ."

Even better, "Send a postcard or letter telling them about your new business."

• The "Send" spurs people to actually take action.
• Changing "promotional material" to a specific item just makes that action easier for someone to envision, making it easier for them to actually do!
• Eliminating "and what you sell" shortens the sentence, making it cleaner. For most people, "telling them about their new business" includes telling the prospect what they are selling.
  

Next time you send out a newsletter or any other type of copy to your clients, double-check those "shoulds." Eliminate them for happier clients!

************************************************************
Well, that's it folks! 199 words later and your life is Two Minutes better!

As always, your feedback is not just welcome but appreciated. Write to me at ebonet@elizabethbonet.com. ************************************************************

PRIVACY STATEMENT
The Two Minute Tuesday respects your privacy. I do NOT give out or sell my subscriber information to anyone.Tell all your friends (and enemies!) about the Two Minute Tuesday by forwarding this email!Subscribe at http://www.elizabethbonet.com/ezine.htm

************************************************************

© 2004 by Elizabeth Bonet, Ph.D. All rights reserved.