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Seven Questions to Ask before You Write a Word
1. Who are you selling to?
2. What need in your prospect does your product or service fill?
3. What makes your product or service special?
4. What benefits are you offering?
5. What do you consider the most important benefit to be?
6. Can you make a good offer?
7. If you cannot make a good offer, can you say something of exceptional interest?
21 Simple Ways to Ensure People Read and Act Upon Your Copy
1. Use a rifle, not a shotgun. Address people personally, giving thought to their particular
likes and dislikes. Try to get them agreeing early on. Imagine you are sitting across the
table from them, and explaining things.
2. Start your copy either by expanding on the benefit in the heading, or by asking your
prospect a personal question.
3. Look down your copy to the second, third, and fourth paragraphs. See if you couldn't
start there.
4. Try beginning your copy with the word "You." To your prospect it's the most important
word in the world, after his own name.
5. Don't ignore other words that people like to see. Free. New. Now. At last. Introducing.
Announcing. First time ever Never Before. Save. Discount. Gift. Premium. Opportunity.
Offer Instantly. Forever Rush. Priority. Love. Darling. Mummy. All words like this have
heavy emotional power
6. Use a PS. in your letters. And a PP.S. if you wish. Research shows startling jumps in
response when an offer is mentioned in the PS.
7. Be helpful. Give people news and information about things they don't know.
8. Use short sentences. They are easier to read and understand.
9. Use short paragraphs. Make sure each paragraph contains just one thought, if possible.
10. Count the number of times the word "you" is used in your copy. Talk about your prospect,
not yourself.
11. Use guile to keep people reading. End a page half-way through a sentence so people have
to keep going.
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