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19. Avoid too many adjectives, adverbs, pronouns, demonstrative articles, dependent clauses
and phrases, subjunctive mood.
20. Use the vocabulary of the least erudite of your prospects, then everyone will follow you.
21. Grammatically, lead carefully from one point of interest to the next; link them clearly.
22. Longer copy does not mean looser copy, mere verbiage. Keep it compact, well integrated.
ELMER WHEELER'S FIVE POINTS
Elmer Wheeler's much-publicized five points for successful salesmanship were originally directed
toward personal contact selling. However, they are often applied equally well to direct mail
copy:
1. Don't sell the steak — sell the sizzle.
2. Don't write — telegraph (Find the sizzle in what you're trying to get across and then
express the sizzle in a telegraphic statement).
3. "Say It With Flowers" (After you've found your sizzle and expressed it telegraphically,
fortify your words).
4. Don't ask if — ask which! (Always frame your words so that you give the other person a
choice between something and something else — never between something and nothing).
5. Watch your bark! (The way you say a thing may be as important as what you say.)
CLYDE BEDELL'S GUIDEPOSTS
Long considered one of the nation's top advertising copy experts, Clyde Bedell suggested seven
guideposts for sales letters:
1. Always say quickly the best thing you can say.
2. Follow a route. Have a planned road map of your work to guide you.
3. Be lucid, be clear. Readers must get the story quickly.
4. Be believed. Do not raise doubts.
5. Be complete. Do not dangle customers.
6. Sell — sell — SELL every word of the way.
7. Print it as clearly as you think it.
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