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Curious about how a company with a $1.6+ trillion market-cap writes persuasive copy?
Use these 7 tips to write like an Amazonian
Use these 7 tips to write like an Amazonian
1. 30 Words Or Less Per Sentence
Keep your sentences Muggsy Bogues short.
Your sentences should focus on one idea.
This makes the communication smoother.
Short sentences help break down the info into bite-size pieces.
Digestible info = Retained info
Keep your sentences Muggsy Bogues short.
Your sentences should focus on one idea.
This makes the communication smoother.
Short sentences help break down the info into bite-size pieces.
Digestible info = Retained info
2. Replace Adjectives With Data
In 1880, Mark Twain wrote, “When you catch an adjective, kill it. No, I don’t mean utterly, but kill most of them—then the rest will be valuable.”
In Amazon's case, don’t kill them -- replace them with data.
In 1880, Mark Twain wrote, “When you catch an adjective, kill it. No, I don’t mean utterly, but kill most of them—then the rest will be valuable.”
In Amazon's case, don’t kill them -- replace them with data.
For ex:
A ton of Amazon Prime Members - > 98% of Amazon Prime Members
Common adjectives are vague. They don’t help consumers visualize the context.
Data does.
A ton of Amazon Prime Members - > 98% of Amazon Prime Members
Common adjectives are vague. They don’t help consumers visualize the context.
Data does.
3. Eliminate Weasel Words
Weasel words take away from the story.
They're vague. Boring.
If you’re going to use adjectives -- use descriptive adjectives.
NOT interpretive adjectives.
Weasel words take away from the story.
They're vague. Boring.
If you’re going to use adjectives -- use descriptive adjectives.
NOT interpretive adjectives.
For ex:
Interpretive - We went on a long boat ride.
Descriptive - We went on a 5-hour boat ride.
The first sentence makes the reader guess how “long” the boat ride was.
The second sentence tells them how long.
No need to guess.
Interpretive - We went on a long boat ride.
Descriptive - We went on a 5-hour boat ride.
The first sentence makes the reader guess how “long” the boat ride was.
The second sentence tells them how long.
No need to guess.
4. The “So What” Test
Re-read your writing and ask “so what?”
Can the reader understand the sentence, paragraph, or page?
Does it make sense?
Does it provide value?
Are they learning?
Re-read your writing and ask “so what?”
Can the reader understand the sentence, paragraph, or page?
Does it make sense?
Does it provide value?
Are they learning?
The “So What” test helps you understand their perspective.
Readers don’t want to guess -- they want to know.
Readers don’t want to guess -- they want to know.
5. Be Objective
Subjective writing lacks facts and data.
They’re supported by points of view and observations.
Ex: I think Amazon members are happy with 2-day shipping.
This is a point of view. There is zero proof.
Subjective writing lacks facts and data.
They’re supported by points of view and observations.
Ex: I think Amazon members are happy with 2-day shipping.
This is a point of view. There is zero proof.
Objective writing on the other hand can be confirmed through data and facts.
Ex: We increased customer satisfaction by 95% with the addition of free 2-day shipping.
Ex: We increased customer satisfaction by 95% with the addition of free 2-day shipping.
6. Avoid Jargon and Acronyms
Use an acronym or jargon a new customer doesn’t understand and you’ll lose them.
Your attempt to sound smart went right over their head.
A consumer who doesn’t understand will move on.
Use an acronym or jargon a new customer doesn’t understand and you’ll lose them.
Your attempt to sound smart went right over their head.
A consumer who doesn’t understand will move on.
For example:
Amazon’s “CAC” was reduced by 5% in Q2.
Amazon reduced their “customer acquisitions costs” by 5% in Q2.
Amazon’s “CAC” was reduced by 5% in Q2.
Amazon reduced their “customer acquisitions costs” by 5% in Q2.
7. Use Subject-Verb-Object Sentences
Use this sentence structure to be clear.
- Who/what are you writing about.
- What did they do.
- What was acted on.
For ex:
An Amazon Prime Member wrote a 5-star review.
Subject: Amazon Prime Member
Verb: Wrote
Object: Review
Use this sentence structure to be clear.
- Who/what are you writing about.
- What did they do.
- What was acted on.
For ex:
An Amazon Prime Member wrote a 5-star review.
Subject: Amazon Prime Member
Verb: Wrote
Object: Review
I'm writing a marketing thread like this for the next 32 days, straight. Follow @alexgarcia_atx to make sure they show up on your feed.
I can email it to you every day also
http://bit.ly/3flYp6b
I can email it to you every day also
http://bit.ly/3flYp6b
TL;DR
1. 30 Words or less per sentence
2. Replace Adjectives with data
3. No Weasel Words
4. Use the "So What" test
5. Be Objective
6. Avoid jargon and acronyms
7. Use Subject-Verb-Object Sentences
1. 30 Words or less per sentence
2. Replace Adjectives with data
3. No Weasel Words
4. Use the "So What" test
5. Be Objective
6. Avoid jargon and acronyms
7. Use Subject-Verb-Object Sentences
