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End of sermon. Do it. Here is a short list of “killer”
promotions to get you started.

Tova Ad

How To Burn Off

Body Fat Hour By Hour

The Beverly Hills Diamond Ad

The Original

Family Coat-Of-Arms

Letter

How To Collect

From Social Security

At Any Age

How To Get What

The U.S. Government

Owes You

The Famous Dollar Bill Letter

From The Robert Collier

Letter Book

The Amazing Blackjack Secret

Of A Las Vegas Mystery Man

The Original

Astrology Today Ad

Written By Ben Suarez

There’s more. But the above (at the rate of one per week)
will keep you busy for a couple of months.

Now, here are a few other tips on how to write good copy or
, as a matter of fact, “good anything”. Use simple common
everyday words. Use “get” instead…

Well, as a matter of fact, I first blah...

Now, naturally, we don’t want to blah, blah...

And, of course, here is what she said blah, blah,
blah...

Now, here’s a few more great ideas: Ask questions once in a
while and then answer them yourself. Like this:

Bond, do you understand what I am saying? You do. Good, then
let’s go on. Etc.

How do we get the benefits? The answer is simple. All we
have to do is etc., etc.

Can you imagine that? I know it seems unbelievable but facts
are facts! Etc., etc., etc.

And so on. God I love to write “And so on.” Kurt Vonnegut
uses it quite often and he is one of the best writers I’ve
read.

What is a good writer? Well, in my opinion a good writer is
one who makes things perfectly clear. He makes it easy for
the reader. Easy-to-understand what he is…

Now, don’t get me wrong. I said the book was written
clearly, I did not say it was written by a sane person.

Onward.

By the way, do you notice how little one word transition
sentences like “onward.” keep the flow going? You say you do
notice? O.k., smarty, see if you can answer this question:

Question:
What is the best way of becoming a
good writer?

Aha! You’re not absolutely certain about this one, are you?

Here is the answer:

The Best Way To Become

A Good Writer... Is By...

Writing Good Writing!

And, of course, that’s what the subject of this entire
letter is all about. Don’t worry about developing a “style.”
Your own peculiarities will emerge soon enough.

But remember this. (Ran out of ink) The very best writing
goes unnoticed. That’s right. You don’t want someone to read
one of your ads and say “Gosh, that…

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…

“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…

“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…

# Boron - Chapter 18

The Boron Letters - Chapter 18

Friday, 7:09 AM

June 29, 1984

Dear Bond,

Well, here I am trying to get started again. Once more, I
haven't the faintest idea of what I'm going to write about.

Let's see now. Oh yeah. When I left off last night one of
the last things I mentioned was how the judicious use of
parenthesis (like this) can provide "eye relief" for your
reader.

Alright. Now, let's talk a bit more about eye relief. Have
you ever looked at a piece of writing and decided not to
read…

Usually, this kind of writing will have long sentences, long
paragraphs, narrow side margins, small type and very little
white space anywhere on the page.

Now, we certainly don't want people to avoid reading
our copy for stupid reasons like this, do we? You say you
agree? Good. In that case, I'll press on.

Now, listen up. When a person first looks at something you
have written it should be something that looks inviting to
read. Easy-to-read. When he looks at your page of copy he
should be drawn to your copy like a convict is to a
Penthouse Magazine.

Your page of copy (be it letter or space ad) should be laid
out in such a manner as to be an attractive "eye treat" for
the reader.

This means wide margins, a certain amount of white space,
double spacing between paragraphs, short words, short
sentences, short paragraphs and an attractive, inviting
layout.

And now, my dear son, you are about to learn one of my very
most important secrets. What I am about to tell you is so
important that you can get as much as 500% more readership.
Yet, at the same time, this important consideration remains
almost virtually unknown by almost every agency and
advertising person I have ever encountered…

Listen up. Listen good and never forget what you are about
to learn. Here it is:

The Layout Of Your

Advertisement Should

Catch The Attention Of

Your Reader... But...

Not In A Way That Causes

Him To "Notice" The Layout!