Get More Sales By Improving Your Writing (Part 3 – Stop Waffling Around)

In this series, we’re exploring how better writing can get your customers hooked on your marketing. If you haven’t read the first two installments, you can check them out here: Part 1 -> https://www.nexalate.com/post/get-more-sales-by-improving-your-writing Part 2-> https://www.nexalate.com/post/get-more-sales-by-improving-your-writing-part-2-the-undefeated-bar-test

You know what really kills sales?

Being booooooooooring.

And the most boring thing you can do in writing is something called “waffling.”

You might not recognize the term right away, but once I show you some examples, you’ll see it everywhere.

How to Recognize and Ruthlessly Eliminate 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 this 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."

And finally, this gem:

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

What do all these sentences have in common?

They’re full of waffling. There’s so much passive, weak, and neutered language in them.

Your job is to cut through all the clutter and noise. Trying to cut through with waffling language is like trying to chop down a tree with a wet spaghetti noodle—it’s not going to work.

We need a chainsaw.

Cutting Through the Clutter with Active Language

Let’s fix those weak sentences, shall we?

First example:

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

Yawn. Here’s the active version:

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

See how much more direct and to the point that is?

Next:

"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."

Let’s sharpen this up:

"Reaching out because we generate leads for home service businesses. Interested?"

Clear, concise, and compelling.

Final example:

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

Ready for the fix? Here it is:

"."

That’s right—nothing! The entire sentence doesn’t add any value. Why waste time telling someone they’re busy? You’re wasting both their time and yours just by writing those words.

The End of Waffling

Let’s make a pact: no more passive, timid, or neutered language.

Write like you’re breaking down doors, kicking through walls, and tearing down the obstacles standing between you and your reader. Take control of your writing, and watch your sales and results skyrocket.

Talk soon, Ed

P.S. Want to know how I’d make sure your content kills the waffle and keeps your prospects glued to the screen? Reach out to my agency today. If we’re a good fit, I’ll personally look at your business and marketing, come up with a strategy, and walk you through it on a call.

No cost, no obligation.

If you want to work together, I’ll explain how it works. If not, no problem—no hard selling, no pressure, no annoying tactics.

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