Boron - Chapter 22

# Boron - Chapter 22

The Boron Letters - Chapter 22

Tuesday, 10:35 AM

July 3, 1984

Dear Bond,

O.K. Buddy, here we go again. That section on propositions
and an "excuse for a deal" was quite interesting, wasn't it?

You know, I think my letters are getting a little bit random
but that's O.K. I sort of think it's good to write about
what pops into my mind, at least for right now, and then
maybe we can review all these letters later and make
something out of them that's more cohesive.

So anyway, today I'm going to start by telling you about a
little trick that will improve your copywriting. And that
little trick is to read your copy out loud. What happens
when you read your copy out loud is that you will verbally
stumble over all the places that are not smooth. Then, of
course, what you do, is rewrite the rough spots and read the
copy out loud again. And, what you do, is you keep repeating
this process till your copy is completely smooth and you can
read it without stumbling at all.