Learn from the Great Writers.
If you want to be a great novelist, study great novelists. If you want to learn to write your HVAC newsletter articles well-- study those who write for a living!
One of my favorite people in the writing world is Bob Bly. As a beginning freelance writer I used his book Secrets of a Freelance Writer . It helped me gain confidence and grow my business.
I went on to write hundreds of stories and articles published around the world.
Now, as I move into copy-writing, I have again connected with Bob Bly. I get zillions of emails. I skim some, read some, delete some. I subscribe to Bob's newsletter-- and his is one I always read.
I like the short articles. He doesn't waste my time. I always come away feeling like I've learned something worthwhile.
As you work to write great newsletter articles. As you send promotional emails to your customer base. Or as you upgrade your website, learn writing skills from one of the best professionals around. Make your HVAC business stand out with strong promotional material.
Below is a short excerpt from Bob Bly's newsletter. Click on his link at the end to sign up. It's free. It's useful. It's good. What more could you ask for?
***A simple rule of thumb for copy length***
When deciding whether you need long copy or short - whether in a
landing page, e-mail, or sales letter - follow this simple rule:
short copy for generating leads, longer copy for generating
"As a general proposition, an ad in which you are seeking only
inquiries should be short, merely leading the reader down to the
free booklet and the coupon," writes copywriter Robert Collier,
"whereas an ad in which you are attempting to make the actual
sale should be long enough to tell all about your offer.
"Some authorities will tell you to write only short, crisp ads, with
plenty of white space - others to crowd in every word you can
get. Both are wrong. There is no hard and fast rule as to how
long an ad should be, except that it should be long enough to
tell your story, but short enough to hold your reader's
Source: Collier, Robert, "How to Make Money at Home in Spare
Time by Mail," p. 154.
This article appears courtesy of Bob Bly Direct Response Letter, www.bly.com.