Jeffrey Gitomer’s Writing Guidelines
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.
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 www.trainone.com. He can be reached at 704/333-1112 or e-mail to firstname.lastname@example.org
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 www.gitomer.com