Start with a Purpose in Mind: What salespeople are really trying to do with their writing is to drive the action. If nothing happens after you send your document, then you haven’t succeeded. Start with a focus sheet that allows you to gather and analyse your ideas; think about your intended audience and define what you’re trying to achieve before you even begin to write. This pre-work can actually speed the writing process up by allowing you to concentrate on the important elements and eliminate the rest

Concentrate on the Reader’s Pain: Sales writing typically concentrates on the reasons prospects should buy, rather than their pain. That’s what’s going to cause a reader to buy. Instead of elaborate descriptions of why the prospect should buy, focus your writing on explaining a) what the pain is and b) how the proposed solution will eliminate that pain

Make the Document Easy to Read: Don’t make your readers work to read your words. Simple sentences, easy to understand words and clear concepts work in your favour. Remember that formatting, including headlines, bullets and bold type, make for a reader-friendly document

Think Visual: Try to paint a picture with your writing. Short, visual words are better than multi-syllable stuffy ones