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12. Use "carrier" words and phrases at the ends and beginning of sentences and paragraphs.
Like ending your paragraph with a question. Or saying, "And there is more ..."
Start sentences with Also ... Moreover ... For instance ... What is more ... And... anything
to keep them moving. Anything to signal that some added, interesting information
is coming up.
13. Don't use pompous latinizations. Use short, Anglo-Saxon-based words, like folks use
themselves.
14. Don't use three words where one will do.
15. In tone, be credible. Talking in a loud voice does not make people listen. It just annoys
them.
16. Be specific. It reassures people that you know what you are talking about and that they
will get exactly what you have promised.
17. If the product is at all technical, give the specifications.
18. If it is a compilation, like a record album or anthology, give every title. Thus you convince
people they are getting a lot for their money.
19. Write in the present tense as far as possible, as though the reader already owned the prod
uct. Imagine you are trying to give people the feeling of having a "test drive" of your
product or service.
20. Make it sound easy. Don't talk about the buyer having to do anything ... talk about the
product doing it for them.
21. Restate your benefits before closing.
Have You Forgotten Anything?
1. Have you included every convincing reason for responding?
2. Is there anything you've taken for granted?
3. Have you built in maximum credibility?
4. Have you started instilling urgency right from the beginning?
5. Do your words say what your pictures show?
6. Are you going all out for telephone orders?
7. Have you given sufficient weight to the ordering mechanism?
8. Are you getting what you paid for? Perhaps you can include some extra element without
going over the postal limit.
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