Boron - Chapter 17

No. What you really want is for the reader to
order from
your ad. Listen up dummy. “If you are writing for applause...
you will go home with empty pockets!”

Write for
money!

Here is something else to keep in mind: It is a good idea to
know “word pictures” that will help your reader vicariously
experience the wonderful benefits of owning your product or
service. Like this:

“And, just wait till you step into that warm inviting
jacuzzi that comes with every apartment. Man oh man! The
feel of that soothing bubbling water against your bare skin
is just plain heaven.”

“You’ve heard of the expression about how you won’t believe
your eyes? Well, this is one time you won’t believe your
eyes. No kidding. The delightful aroma of these charcoal
broiled steaks will remind you how good it feels to be
genuinely hungry”

“Wow! When I first felt her tongue going around and around
on my skin I thought I was going to scream!”

Etc. (I’m tired. These are not great examples but they’ll do
for now.)

I’ve got 4 minutes to go. What can I teach you in that
amount of time?

Here’s a little something: You can make your copy easier to
read by the judicious use of parentheses. For example, if
you want to tell people that your offer is good anywhere in
the U.S. (except Alaska) the proper use of parentheses, as I
just did, makes the copy easier-to-read, easier to
understand and provides a little “eye relief” for your
reader.

That’s it.

I Love You and Good Luck!

Dad