4TH EDITION THE ULTIMATE SALES LETTER by DAN S. KENNEDY

Author:DAN S. KENNEDY
Language: eng
Format: epub
Tags: epub, ebook
Publisher: Adams Business, an imprint of Adams Media, Inc.
Published: 2011-07-15T00:00:00+00:00

Strategic Rewriting

Following are some guidelines that have proven successful for developing sales letters at this stage.

Frustrate the English Teachers

My sales letters make lots of English teachers unhappy. They cringe and moan and groan. I've even occasionally received “critiques” from these dedicated grammarians. There's good reason for this: successful sales letters read much more like we talk than the way we're supposed to write. They use conversational English and popular slang. They often employ choppy sentences frowned on by stylebooks: “It's a fact. It's guaranteed. It's proven. Under the intense heat and burning sun of the Salt Flats.”

Schoolbook grammar is irrelevant in the sales letter. Instead, use every weapon in your arsenal — odd punctuation and phrasing, nonsentences, one-word exclamations, buzzwords — to push and prod and pull the reader along, and to create momentum and excitement.

Have you ever been around a young kid, maybe ten or twelve years old, very excitedly telling you about some toy he or she wants, some place the kid wants to go, or something he or she wants to do? They talk so fast they stumble and stutter, rushing on without taking a breath. They never complete a sentence. And this enthusiasm is infectious. Inject that kind of action into your sales letter and you'll have a winner. Oh, and by the way — when you go to the bank to deposit all the profits your sales letter produced, nobody will ask whether you dangled a participle or split an infinitive while you were making the money.

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