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4. Resist the temptation to display your learning. Discard all "elegant" English. Use the plain
word whenever possible and it is possible most of the time.
5. Your writing friends are verbs and nouns — your enemies, adjectives. Every unnecessary
adjective eliminated increases your chance for success.
6. Don't overestimate the knowledge of your reader, but never underestimate his intelli
gence. He will act if you give him all the facts.
7. Don't talk about yourself and your product. Do talk about your reader and his
problems — a letter is interesting to him if it is about him.
8. Give your reader a reason to believe what you say. Even the truth is unbelievable if you
don't make it logical.
9. If you don't believe what you are writing — stop writing. There are no wealthy confidence
men.
10. Ask for the order — again, and again.
FERD NAUHEIM'S TEN COMMANDMENTS
1. What is the precise thing I want the mailing to do?
2. What kind of people am I writing to?
3. Now that I can visualize them, what is there in my proposition that will be most appeal
ing to them?
4. Have I discarded the thought of what is most important to me in favor of what is most
important to them?
5. Taking all of my first four thoughts together, can I create an opening sentence that will
make the reader want to read more?
6. Am I able to explain my proposition with unquestionable clarity?
7. Can I make it compelling without resorting to exaggeration, or even true statements that
sound unbelievable?
8. What can I say to support my claims?
9. What is the easiest way for my prospects to take the action I want to take?
10. Can I give any honest reasons why they will benefit by taking immediate action?
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