Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at

Jeffrey Gitomer’s Writing Guidelines

(not rules)

Learn to write by reading good writers

Learn to write by practicing

Learn to write by editing a day later

Learn to write by establishing a structure

Learn to write by understanding that factual, listed, content is


Adverbs, prepositional phrases, and “est” are out.

Tone of writing — mine is straight forward, succinct

Voice or author — mine is authoritative

Power of authority in pronouns — first person singular, second

person, third person

He or she? No.

Writers privilege — writing in vernacular, not grammar — using

incorrect syntax, ain’t, gonna,

Grammar — OK sometimes — it’s write like you speak

Research vs. your knowledge — proof vs. opinion

Graphic word choices — vomit, puke — alliterative

Paragraph size — small

Repeated themes — major clue, think about this.

Bold and caps to make points and emphasize words

Grab me at the beginning. Start with a question or short statement

Make me smile, think, or act at the end. End with impact.

Give me meat in the middle.

All meat.

BIG SECRET: Read aloud when you edit.

It’s how does it sound — it’s NOT how does it read.

Jeffrey Gitomer, author of The Little Red Book of Selling, The Little Red Book of Sales Answers, and The Little Black Book of Connections. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at He can be reached at 704/333-1112 or e-mail to

c 2006 All Rights Reserved. Don’t even think about reproducing this document without

written permission from Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112