The Hidden Power of Writing: Transforming Sales Through Masterful Communication

More and more sales content nowadays reminds me of my Kherson library. Twenty-five years ago, I used to browse through the large bookshelf to find the perfect article for my research for the Minor Academy of Sciences. At 18, I started studying biology and chemistry at an advanced level, and my teacher suggested that I pursue a path toward a doctorate rather than becoming a teacher. Looking back, I’m glad I started going to techno clubs, dating, and developing my social skills, accumulating social experience and capital. Similarly, now when I look at articles about sales, they seem like guides on becoming a professor of sales. But why? Why do we need to be perfect salespeople with a master’s level of expertise? What will it change? What will it give us?

Will we close deals in one minute instead of 1-5 months? Certainly not. Will we communicate with clients in a special way that makes them deeply resonate with our thoughts on IT outsourcing software? Again, no. All the training I see nowadays is about setting up lead generation mostly. Throughout my experience as a sales manager and owner of an IT company, I’ve seen super salespeople who could set up any lead generation system, any tools, and infrastructure. But I’ve seen only a few salespeople who could write content, who could articulate their thoughts through text better than most could verbally. These skills set them apart from their technically savvy colleagues in sales.

Throughout my journey from sales to managing people and companies, I’ve realized one thing. The ability to write is the primary and key competence of a sales manager. The second competence is the ability to find and analyze the necessary information. The third competence is high adaptability and flexibility. Combined, these provide maximum results and, over the years, form an ultimate skill set. The ease you can convey through text, the sharpness, and conciseness of thought you put even into your sales emails make your readers respond. What’s the use of a superb lead generation infrastructure if your text is crap? None. Even with the latest versions of email writing assistants that profile you through ChatGPT, they provide suggestions, but you can’t send those emails as is. Logically and from experience, most sales managers will quickly copy that text and mindlessly plug those templates into their pipelines. For many, writing and learning are harder than an AI model like ChatGPT.

Therefore, what tools or 100 example prompts for writing great emails offer you won’t solve 99% of your routine problems. They might help you figure out which campaign can be better adapted with new examples, but someone still has to write it, right? You have to write it.

According to the latest research—and you’ve realized by now that I love researching—it takes seven times more effort for a person aged 21 to 35 to read an article like this because of YouTube and short clips causing attention span syndrome. New managers struggle to focus long-term on one thing and see it through to the end. The same goes for your ultra-modern lead generation: the newest tools with unreadable templates.

By practicing writing and doing it for years, you’ll then be able to distinguish an excellent text from the kind written for presentations. A text that evokes emotions versus one that elicits nothing but bewilderment.

All process accelerators for lead generation are great for those who can write. New tools like Clay or Copy can help you speed up and cover more contacts. In my consulting practice, we review hundreds of lead generation funnels and look at the responses. We edit funnels and rewrite or write texts from scratch for managers who have been in the industry for over 10 years in IT outsourcing services. We get paid for this because we do it well. But the core problem of the manager is not radically solved because while we write, their campaigns work, and conversions bring results. Once we switch to other projects, most managers still don’t adopt the communication experience and style.

While writing this article, I took you on a 30-minute journey reminiscing about my experience and Kherson, which was a beautiful, clean, green city with bright people 25 years ago. I want your emails to be the same, memorable. For your clients to remember that it was you who wrote such a message or letter and be pleased with new communication. You should aim for each interaction with a client to be precise, fun, and sharp.

None of us want to be distracted by Instagram reels advertising underwear or car discs. We all want to do nothing, not spend our time developing our sales skills, and go with the flow. But someone will take your place, your niche, your client, simply because they developed and learned. This is my 617th article on sales, and it still brings me joy. Writing is spending time usefully. It leaves a mark of you.

What is the main thing in our sales? It’s to be understood. And if you are understood, there’s a good chance to ask questions that will help you and the client find common ground.

Come to us for consulting on your outreach texts! We’ll improve them together.

Wishing you all interesting texts and the right answers!