Hope ya’ll had a great time yesterday on Halloween.

I got a big chuckle out of one of my readers’ reaction to yesterday’s Halloween Sale announcement.

Seems this guy was really put off by some poor grammar in my email.

You know I get ninny’s like this emailing me every so often. Seems they have nothing better to do.

He began his email by telling me how much he thinks he could learn from me, but that he just can’t past the grammar mistakes.

He went on and on, and told me I needed to invest in a grammar coach, or someone to check things for me before I send them out.


While this guy is giving me free consulting advice, he’s losing a lot more moolah wasting his time that could be better spent finding more business.

Now I don’t doubt that some people get put off by bad grammar.

But the few who are put off by bad grammar, poor word choice, or some of my simple dumb spelling mistakes are far outweighed by the much greater number of regular people that I connect with every time I send out an email.

You may have noticed that my emails to you are pretty easy to read.

I do this on purpose.

It’s called "conversational writing".

I write like I am sitting down across the table from you, talking to you one on one.

You see one of the big mistakes that many people in business make is "institutional writing".

They write from "Us" to "You". Everything is "We This" and "Us That".

You see it in their business literature, and you see it on their websites.

And you know what?

It’s boring.

And when it’s boring, it doesn’t sell.

You see, selling is about emotions.

It’s been aptly said before that selling is a transference of emotion.

A transference of emotion that is from you to your prospect.

Real-time, live, in-person selling doesn’t always come out in perfect grammar or diction.

And on the infrequent occasion that it does, we often react as though something’s wrong.

And in a way, something is.

Because "regular people" don’t speak like that.

So don’t get your undies in a wad, if you (or I) aren’t speaking and writing with perfect English.

Focus on getting your prospect emotional.

Get them emotional using questions that make them search their feelings, and tell stories that get them to relate, empathize and really feel, and you’ll get a lot more sales.