Let me use the following example of a friend of mine. His name is Stuart.



One of the starting points in his writing was in the academic field. He was particularly good at writing his honours thesis and all that kind of stuff. Thus he did pretty well in the technical sense. But when it came to writing a book, every time he re-read his book, he got bored with his own writing. It was quite unsettling because on the one hand, he knew that he had information but on the other hand, he didn't know how to deliver it.

So what he did was take a step back and started to investigate the field of copywriting.

And copywriting has got really powerful ways in which you intensify emotions in an audience. He learnt about intensifiers; these are words that bring out the emotional states you are in by using the right words.

What kind of words evoke emotions? For example the word "money" is a little bit more primitive and therefore attracts more attention than the word "wealth". "Wealth" tends to appeal to, slightly more sophisticated viewers and readers and so on.

For example, comparing the two titles, "How To Make Money", and "How To Create Massive Wealth In 32 days". Which title sounds more captivating? The answer is the second title, because there's a lot more emotions as the title contains more visual words.

For a book, words form 100% of your communication and the right words you use in your book can have a tremendous impact. You always find that the best kind of writing is not only simple but one that's very conversational. It is a way of writing that; as you write, you are also speaking to that person.

The method in which you describe in quotations, that's the tone of voice in which you use it. So there are ways to add enthusiasm and tonality by using exclamation marks, question marks. All of those things are important but most people have ignored them. So what is important is that the writing has got to move the audience's hearts.

Your writing has just got to be simple, that's because, the man on the street is a simple person. The trouble is that most people attempt to write in a way that is too complicated and contains too much technical jargon; most people are not going to understand, and when they do not understand they are not going to continue reading your book.

So remember, your bestselling book is best when it is simple!