Confidence never comes from having all the answers

Confidence, like art, never comes from having all the answers; it comes from being open to all the questions
Earl Gray Stevens

Most of us have to sell our ideas in writing. If you work for yourself and sell a product or service, you may have to create marketing materials or a sales letter. There are well-documented copywriting recipes that specify what color or font size to make your headlines, which 'words that sell' to use at which part of the letter, and how to format and use testimonials from satisfied customers. Study these examples, as you are bound to learn something from them, but don't become a slave to a formula. In addition:

Show your personality. Don't suddenly change your voice just because you are writing a sales letter. Use the style and language that you know makes your audience comfortable. Don't be afraid to be playful and funny, or serious and straightforward, if it fits within the style and spirit of what you are selling.

Don't insult your audience with infomercial nonsense like "But wait, there's more!" We are all tired of reading advertising copy that jumps out and screams at us. And as Seth Godin said:
"the most effective technique is making stuff worth talking about in the first place. True viral marketing happens not when the marketer plans for it or targets bloggers or skateboarders or pirates with goatees, but when the item/service/event is worth talking about."

Use the "slime gauge." Put yourself in the place of a potential customer. Read your words and see how you feel. Do you have a vague sense of embarrassment? Do you have a sudden urge to take a shower? Go back and scrub your document of any marketing slime and focus on the real, tangible benefits that make you truly proud of your product or service.

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