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Be Clear
Say what you mean, mean what you say. It doesn't get simpler than delivering your message in a clear and direct manner. Results via clarity happen when you respect your readers and say what you mean, while you mean what you say.
Your customers -- and their customers -- are busy people. Cutting through the clutter by getting to the point shows respect for their time and intelligence. When you treat readers with respect, they reciprocate with results.
They buy more from you.
Let's start at the end: mean what you say. Make sure your offers and promotions are accurate and clear. Devise promotions with the customer in mind, and be prepared to back those claims with action.
Don't hide behind the fine print -- that's not maximizing clarity nor showing your customers the respect they deserve.
Hunting And Pecking
The fine print's evil stepsister is the asterisk. Skip it! The asterisk muddles clarity and makes readers hunt and peck for the real deal.
You will master clarity when you respect your readers, say what you mean and mean what you say. This will generate respect, the respect you desire: revenue.
Source: Roger A. Shapiro is president/creative director at Mitchell Rose, LLC, A Communications Consultancy. He is the author of Write Right, 26 Tips to Improve Your Writing. Dramatically.
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