Page 189 - Duct Tape Marketing

Duct Tape Marketing

Use active voice. I’m not trying to contradict “write as you talk,”
but active verbs can make your copy stronger. Have someone edit your
copy, looking specifically to change passive verbs to active ones. You
will be amazed how this little edit can add punch.

Passive: “Just call day or night and your application will be
picked up by our representative.”

Active: “Just call day or night and our representative will
pick up your application.”

Tell stories. People love stories. Often even complicated ideas
can be made simple through the use of a story. Talk about how your
clients use your products or services. Talk about the day you realized
that there was a need for what you offer.

Pretest Your Letter
Now that you’ve written your sticky sales letter, and you are happy

with it, I recommend that you pretest it for readability. Here are a few
tips to help you get this process started:

 Read your letter out loud to get a feel for how it sounds.
 Round up a twelve-year-old or two and see if they understand

what you are offering.
 Show a copy to some of your best clients or prospects and ask

for their input.

Your Sales Letter Package

Before you send your letter out there to your suspects, there are a
couple of other considerations.

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