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15. Make a conscious effort to make your daily conversation more stimulating. It will help
your copywriting.
16. Another way to keep your copy moving through the body of the letter is the use of "con
nectors." Connectors are transitional sentences or phrases that either end one paragraph
or begin the next. They are simply little devices that give copy swing-movement. Here are
a few examples:
• But that's not all.
• Now — here is the most important part.
• And in addition ...
• Better yet...
• You will see for yourself why ...
• So that is why...
• More important than that...
• What is more ...
• But there is just one thing.
• Make up your mind now to ...
• Take advantage of this opportunity to ...
• Now —for a limited time only —
• Here is your chance to ...
• So mail your order today — while the special offer is still in effect.
17. Don't leave it up to the reader to decide what you want him to do. If you want him to put
his name on the order form and mail it in the reply envelope that you are providing, tell
him so. Make it so plain, so easy, that he cannot possibly misunderstand! Also, tell your
reader what he will lose if he doesn't act at once. If your price is going up, if there are only
a few articles left, if he must mail his order by a certain date, tell him. Be specific! If you
can offer him something extra for acting promptly, do so. Everyone likes to get something
for nothing. That's only human nature working on your side. But in any event, don't hesi
tate to ask for the order!
18. Never run your paragraphs too long, or too solid. Use punctuation to break up the copy.
Use underlining and indentations wisely. Make your copy inviting!
19. Write your letter on a typewriter if it is at all possible. Then rewrite it and rewrite it and
rewrite it. They say de Maupassant recopied everything he wrote 100 times. That's out of
the question, of course. But do as Robert Stone suggests — recopy your work at least three
times. This will help you achieve that goal of keeping your copy moving!
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