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By writing and rewriting, you will develop a better style. You will find that you unconsciously
begin to
a. use the present tense when possible
b. use the active voice instead of the passive
c. use periodic sentences instead of loose, except occasionally in the case of writing leads
d. use short, simple sentence construction
e. use connectors that keep your copy moving.
20. Use these suggestions as a guide, as a working manual. Follow this step-by-step outline
as much as you can. Take your time. Don't hurry. See if some of these suggestions don't
make your copywriting job a little bit easier.
COPYWRITING CHECKLIST
Max Ross suggested the following steps to use when writing direct mail copy:
BEFORE YOU START TO WRITE
• List on paper the points that will interest your prospect most.
• Decide which ones are most important.
• Sift out the unnecessary items.
• Prepare yourself mentally.
LEAD WITH YOUR BEST FOOT FORWARD
• Phrase your first words several different ways and pick out the one best suited
to the task.
• Keep trying to improve your lead.
As YOUR STORY UNFOLDS
• Keep your copy moving.
• Say it in an interesting way.
• Use connectors.
• Study to improve your style.
DON'T HESITATE TO ASK FOR THE ORDER
MAKE YOUR LETTERS LOOK ATTRACTIVE
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