“It’s not what you say, but how you say it.”

In the copywriting world there’s a saying that a good researcher will beat a good copywriter any day. No matter how skillfully presented, copy focused on the wrong message loses to bad copy centered on the right message.

Developing an effective telemarketing script depends largely on getting the message right. If you get the message right, prospects will forgive stumbles or awkward phrasing.

This runs counter to the common school of thought in the telemarketing business that considers how something is said more important than what is said. This is just plain silly to me.

I suspect that this line of reasoning is promulgated by telemarketing managers looking to scapegoat their agents for failing projects. The agents, in turn, blame the poor quality of the list. It’s a tragi-comedy of blame shifting.

If you find yourself trying to source out the reason why your project isn’t doing as well as it could be, it’s time to take a hard look at your telemarketing script.

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