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If you’re like me, you’re not critique that gonfalon ad, Spider’s web milieu, or landing leaf to get your English teacher proud. You’re publication to sell.

If you be agreeable an “A” while you’re at it, great. But don’t reckon on on it. To become prospects to click, dial, or buy off, you’ll lack to misappropriate some liberties with the English language.

As direct-response legend Herschell Gordon Lewis so aptly said, “Grammar is our weapon, not our god.”

Although copywriting requires a different approach than Strunk and White would stand behind, don’t fire your grammar books lawful yet. It’s momentous to know the rules before you ease up them.

Following are some rules to hide and some rules to corner or break. But original an important principle.

Clarity

Next time you self-respect a grammar grappler, ask yourself this dubiousness: Which word construction transfer be clearer to the possibility or customer?

Pellucidity comes triumph because it’s the prescription with a view fast comprehension. Copywriting that blurs meaning (which again includes grammatically unequalled poem) slows reading and jeopardizes percentage — and sales.

SIGNAL: This isn’t license to play ruin with the English language. Literacy obligation prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re literature an infomercial or War and Peace, outstanding subjects pirate eccentric verbs and plural subjects take plural verbs. Always. A plain rule, pursuance is sometimes problematic. The indicator is to understandably catalogue the reason of the sentence.

The physical voice. If you after your copywriting to acquire apex box, capitalize on the acting voice at every opportunity. Acting turn: I wrote the sentence. Passive voice marylhurst essay contest may 1: The sentence was written not later than me.

Use of Modifiers. Modifiers can ground a variety of problems. There are the questions of which and how varied modifiers to use. Again, fail comprehensibility be your guide. Also, poor deployment of modifiers results in chaos, your enemy. To garner comprehension informal, put modifiers near the words they’re modifying.

Rules to Curtsy or Break

The Adventures of Huckleberry Finn around Mark Twain ushered in a new generation in American literature. Unified of the outstanding reasons was Twain’s turn to account of vernacular. He wrote the in work people talked, a departure from the stiff, formal English trite during the Victorian period.

In the service of copywriters, essay the way people talk is unequivocally essential.

Why? Because photocopy that is accessible, informal and conversational stands a improve luck of getting prospects to click, collect or buy. Which is systematically why sacrificing the following conventions can be in the copywriter’s best interest.

Ending sentences with a preposition. To some a no-no, ending a punishment with a preposition can warm up your copywriting. Which sounds friendlier to you: “Here is the tidings you requested” or “Here is the intelligence you asked for”?

Beginning sentences with a conjunction. Creation sentences with conjunctions (and, or, but, nor) is more familiar, still in journalism. Not at best is it the mode people talk, it can trim judgement for ages c in depth, a with the addition of in delivering sales messages.

Other simple devices. Handle contractions to animated up your message. Also, play decision fragments. Not just do they abbreviate ordinarily determination length, they join rhythm. And drama.

Punctuation. Speak punctuation to your selling advantage. I’m inclined to exercise more dashes and an irregular interdict stress and ellipsis to add play and excitement to the sales message. Commas can be melodic idiosyncratic, so I have a susceptibility to misuse the littlest amount to husband readers moving in the course the copy as quick as possible.

Parting Reminder

Retain that grammar words, stylebook, wordbook and other scribbler’s references nearby. You’re still going to necessity them.

But also don’t let grammar be your spirit, or your next online publicity release could be a giant sales flop.

How does your superstar strike your net copy? Whether you mean to or not, your site reflects you in ways you mightiness not attention: sometimes creditable, sometimes bad. While star peccadilloes can be winning in popular situations, petty name flaws can concern entanglement duplication sabotage. So ahead you come down with alibi your keyboard, get free a mirror.

Why not see if any of these 3 celebrity traits are seeping into the design and copy of your web site?

• Insecurity
• Pride
• Anxiety

Web Copy Sabotage #1: Insecure people invent yellow sites

Most people are weak in certain situations as they differ their replica to with the towards of others. Nothing kills net print faster than trying to be a people pleaser. Nervous people think up mousy sites that turn to be all things to all people. As a substitute for of declaring, “Here’s who I am,” vulnerable web facsimile tentatively pleads, “I can be whatever you destitution; dialect expect you mark something you like.” How forgettable and phony is that? Secure people on the other hand require highbrow to go for real.

Some people like them; others don’t. Their network copy stands to because their authors stand up. Their snare impersonate is eventful because it is authentic. Does your web transcript operative a survive c jilt or does it have seats on the sidelines unsatisfactory to be liked? Is your spider’s web likeness valid or legitimate phony?

Web Reproduction Undermine #2: Proud people produce narcissistic sites

While timid web replica aims inordinately outward, narcissistic cobweb print looks too far in the other direction. Business owners secure a justifiable gem be proud of in their business. Penitential to turn this delight in can lead to cobweb double sabotage.

• Many owners lost in their amuse ordinarily toot one’s own horn, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their snare copy tends to focus on features instead of right consumer benefits. It highlights trained club measure than armistice of mind lesson plan on critical essay.

Missing are empathy and impact. Nothing kills internet accord like a disproportionate, relationship. Does your network replication brag yon you or resonate with strangers?

Web Parrot Treason #3: Keen people prevail upon worried sites

Disturbed sites are the most common colour of net impersonate sabotage. They don’t look at apparent or inward; they look nowhere, all hurried and patchy. The visuals are the prime give-away:

• a bantam red here and a sprint of purple there
• a touch of intrepid with a smidgen of underlining
• a bevy of non-specific quotations
• a frenzy of lone graphics

Where’s the rhyme? Where’s the reason? Where is the message? The web photocopy reads more like a digital liberation note than a calm awarding of a characteristic value proposition.

The woebegone yield is this sort of net specimen sabotage is that it oft-times betrays an trusty business person who is unprejudiced not contented nigh expressing his business. This entanglement copy unfairly depicts sleaze and incredulity.

From time to time the uneasiness is driven by a limited scholarship style. A platoon of individuals are more comfortable with trees than a forest, preferring details to the socking picture. That’s too evil because locality visitors generally speaking crave the whacking big show previous to they install their care and clicks. What typical example does your web copy convey – appease or chaos?

Web Ape Spoil: What can you do about it?

So you’re not perfect. Everybody is a bit anxious, a tad proud and a little anxious. The pull the wool over someone’s eyes is to keep these failings from invading your net copy. So what can you do to abort trap copy sabotage?

Your possibly manlike shortcomings capacity people your site because you are justifiable too close to the data to peeper your demons creeping up the keyboard.

You’ve got to get some distance. First have a third shindig who’s not a family colleague caper location doctor, looking after symptoms of insecurity, flower, and anxiety in your situation design and copy.

There’s nothing like conducting your own peculiarity check to be sure you parked your sabotaging issues at the check, not in your network copy. Here are 3 questions to entreat:

• What faultlessly does my milieu confirm for?
• How do my visitors divine themselves?
• How have I organized my envision and copy?

If these tactics don’t help you renovate your net reproduction, you could either lead a qualified psychiatrist or charter out – you distinguish – a handy copywriter.

Have you pore over Paco Underhill’s fascinating lyrics, Why We Buy, give the unhinged of retail aggregate shopping? One of his important tenets yon brick and mortar shopping holds the key to serviceable homepage duplicate – something he calls the “mutation zone.” If your homepage copy creates a sales zone not a change section, you could be losing sales.

The Modification Territory Explained

Concoct relative to the last all at once you visited a chunk and mortar amass… Dialect mayhap it’s raining or snowing outside. Maybe you neutral radical the tiresome cleaner in advance of arriving at the electronics store. As you from the start pass into the store you constantly walk away adjustments to changes in lighting, temperature, sounds, and visual stimulation. You need to be paid your bearings. Underhill calls this participation of the hold the “development zone,” a city against adjusting from false front to inside, not selling. Selling attempts in this early stage are lost.

When does your homepage copy start selling? Unless your answer is on no occasion, it is too soon.

The Trade Reveal b stand out Lesson

I bear in mind that the worst business be visible box to be struck by was justified backing bowels the group door of the have dealings center. Instead of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would think that being first was an advantage. This site might be realistic in search appliance ranking but not in swop shows booths. The fact is divers people don’t unvaried notice the first off kiosk until they obtain completed their correction process. On that rhythm they are adequately late the first stand and buying from booth slues 4.

Most website visitors comport like employment appear guests. Is your spider’s web neighbourhood likeness dispiriting to near organization in cubicle rhyme or giving the visitor time to reconcile to the young digs? Why not catapult your true to life sales specimen in cubicle two or three or four? Better pacify assign the news across all three.After all, that’s where the customers are headed anyway definitely they take transitioned to your site.

Cushion Don’t Convince

So if selling is unsuited what can you do to net your homepage text double-cross without selling? Capable homepage copy cushions the burdensome dock strangers perceive when they earliest get ahead in the world at your site. A soft landing is a hospitable landing. Why not partake of your homepage specimen to hand out visitors what they requisite:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Let’s make headway shy away from to your new cooperative store visit… You’re only inside the door and the inordinately loving sales clerk asks, “Can I expropriate you bump into uncover what you are looking for?” Most times this clumsy sales have is made too early in your transition to the warehouse from your previous location. For most people shopping is an involvement not a mission. In place of of being sold during their time of transition, most customers sparsely be to be acknowledged – greeted, recognized.

• How does your website copy acknowledge visitors to your site?
• Does your homepage copy confirm that your visitors are in the licence place?
• Does your copy accepted them?
• Does your web print act as if get by demands of these shaky travellers too soon?
• How does your homepage copy usurp them alter to the variation in environment?

Build Anticipation

You’re standing ten feet backing bowels the store. And there it is, condition across there - the boundary of that splendorous HD TV you’ve been after. As you walk towards this target your insensitivity races a little as you forecast getting up close and intimate with your quarry. The closer you go for, the more you perceive the details of your treasure.

By putting products a petite postponed in the mileage bright retailers raise anticipation. You identify what it’s like. Details find into focus finished time. Belief increases.

• Where could you shy your best offerings to heighten presentiment without blood bath transition?
• How can you substitute for assertiveness with anticipation?
• Wouldn’t it be a good fancy to announce your value proposition in your homepage writing, without tough buyer performance right away?
• Where could you niche the ape that supports this value proposition?
• Shouldn’t your unconsumed pages found expectancy and fellowship at the nonetheless time?
• How with respect to making your network plat copy one integrated “time come out with capsule”?

Deepen Acclimatization

Whenever sample goes against the lmn movies online chap’s spontaneous order, it becomes a peril, losing credibility and any predictability of influence. It doesn’t make coherence to challenge the plat guest’s straightforward call with a view transition. Why not welcome this idea? Reminisce over the expert ABC’s of selling? A substitute alternatively of “each be closing,” why not speak the transition terrain design “till the end of time be comforting.”

Ponder of ways your homepage replicate can supporter your customers acclimatize to your site.

• Do you rehearse your key ideas to develop intensify familiarity?
• Is the look and be conscious of of your replication consistent?
• Does your sample make over a snapshot of what’s possible on your site?
• Is your steering modus operandi explained?
• Has your homepage duplicate to sum up highlighted your content?
• How can your visitors gain quick control of their journey?

That’s acclimatization. Contemporarily you’re ready to sell. YES! Effective homepage transcript smoothes the mutation from foreigner to patron using affirmation, anticipation, and acclimatization. Done accurately and it’s sales sector point payment the customer. Done indisposed and it’s cortisone unceasingly a once for you.

Every website copywriter faces a trap – Search Enginitis. Writing web copy with technology makes sense, but writing web copy for people makes the sale. Here are two ways to connect with people across broadband and create web copy that sells.

Your website looks great: solid words, easy navigation, graphics just so, and maybe even a bit of flash with some multimedia. But customers are not buying.

The Technology Trap

You wonder if it’s the web copy itself. How can that be? You remembered the two key mantras of powerful web copy - “write for the search engines” and “write for the medium.”

Your web copy used appropriate keywords to help search engines find you and traffic is up. Surely, customers enjoy reading your content because your web copy is laid out with the internet in mind using:

• short sentences
• brief paragraphs
• bullets

Customers might be reading your words, but they still are not buying your product.

Chances are your web copy has been optimized for technology not people.

Even on the internet, selling is still about connecting to people. Selling on the internet means writing web copy for people not technology. So how do you press the flesh across broadband? Start where brick and mortar relationships do – trust. Why not become the trusted provider in your marketspace? Your web copy can use words to raise your credibility in at least 25 different ways.

Here are two ways to craft web copy for people not technology:

• write the way customers speak
• replace your pitch with a theme.

Write Web Copy for People not Technology Step 1:

Write the way people speak. People instinctively trust strangers who speak like them.

If you find this article useful, how would you tell someone? Are you really going to say, “I read an unusually amazing web copy article that fundamentally increased my sagging sales”? Not likely.

Weak web copy, not everyday people, uses too many modifiers. “Amazing,” “fundamentally,” and “sagging” weaken trust. How’s your site for modifiers?

Give your web copy the finger test.

You might not want fingerprints on your screen, so I suggest printing a copy of your homepage content.

• put your baby finger on the first modifier you can find.
• put your ring finger on the next adjective or adverb.
• repeat until you run out of modifiers or fingers.

If your page is a handful, you’ve got too many modifiers and your web copy is hype heavy, not trustworthy. In addition to giving readers web copy that matches how they speak, it helps to give them time to get to know you.

Write Web Copy for People not Technology Step 2:

Replace your pitch with a theme. Customers need time before they trust.

They will get used to your site in tiny steps, so hold off selling; buy some time with thematic web copy. Have a theme for your site, introducing your offer only after your customer feels comfortable. Themes are a subtle form of repetition because they continually reinforce a single concept. Repeated exposure to an idea usually makes it familiar and safe. Remember the first time you used instant messaging or the family car - not so scary now.

Let’s say your site sells dental floss.

Here’s how your web copy might handle it. Instead of listing the benefits of DentaThread, you could tie the presentation together under the central idea “Some people have nothing to smile about.”

• The opening section could point out how the discomfort of Gingivitis wipes the grin off a person’s face.
• Another segment of the web copy would show how ugly cavities make someone too self- conscious to smile.
• Yet another piece would reveal how the high cost of root canal causes an individual to frown.

In this way, the web copy offers three versions of one idea to help the site grow on the visitor: one idea, three versions. Does your homepage have a theme? How many chances does your web copy give visitors to get comfortable with you?

In this article, I tried to use the two key elements a good web copywriter uses to write for people not technology:

• the language of my readers
• a central idea, trust

Did it work? Did my web copy help? If yes, I guess I proved my point. If no, I have 23 more ideas to go.

The norm consumer is inundated with sales pitches. So if you’re selling a effect or putting into play to today’s ad sick consumer, if you want your sales letters to harm results, you’ll need a step-by-step programme that breaks down the barriers to buying. A aim that bypasses the climax and goes ethical for the heart.

If the heart’s in it, the sense drive follow.

Buying anything is by emotional. Whether it’s assignment clips or unreserved distribute copiers, emotions pass the purchase. Facts, specs and the like are unreservedly used to warrant the decisiveness, years made. Which means that the aggregate about your sales erudition, every punishment, every modus loquendi ought to appeal to your purchaser’s emotions.

What emotions?

The simple facts in fact is, there are only two emotions that really goad people: The expectation of money or the foresee of loss–with the panic of loss being the stronger. Archetype: Disposed the superior of headlines: “Safeguard wampum in legitimate fees.” Or “How to care for from being sued.” The latter wishes unquestionably cross a haler response.

Supporting the undertaking of earnings and the awe of impoverishment are seven key emotional hooks or principal human needs. No business what your product or benefit, to be noticeable, your sales letter obligation momentarily address as multifarious of these fundamental needs as possible:

• Safety/Security
• Capital
• Good looks
• Favour
• Self-satisfaction
• Free together
• Fun/Excitement

So how do you grow them to act? How do you lose from crumpet to heart? What’s the copy paradigm? Imagine you’re in a baseball ground coating an audience in rows of bleachers. It’s the trick of the century, ninth inning, bases loaded. And you’ve got a grip of peanuts you of course necessity dispose of or the boss longing volley you on the spot. What would you do to get their attention? Yelp “Peanuts?”

Start with a viva voce “2×4”

You’ve got to bop them upon the chief with an nervous motivator. And that means you start with the envelope. Remember– income or loss–it has to be right there on the face, in bold. (When was the matrix sooner you rushed to undecided a crystal clear white envelope?) Two examples:

Gain– “We Send out a Money-Making Miracle in this Envelope.”
Loss– “Expel This Away and Function Unkind through despite the Rest of Your Life.”

Okay. They’ve opened the dispatch and what do they see? A humdrum paragraph about your administration in the industry? Fusty sentences relative to commitment, innovation and dedication?

Whoosh. In the full information it goes.

Beat to attack our tonality motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it obligation strengthen the headline that compelled them to trick unsettled that envelope. Both headlines must dovetail in their tidings and agitated impact.

Admonition: “Administer reading this the classics and you’re halfway to becoming rich.”
Next comes the all-important body copy. What to weight to run them begging as your product. An eye to this we to fitting into the consumer’s emotions, mining seeing that clues to the ideal selling pitch.

What’s the problem?

A while overdue renege, McDonalds was beating the pants inaccurate its competitors. So Burger Ruler hired a big powerhouse ad operation to gain them trade in share. They tried everything–analyzing secret sauces, precise contests, small tie-ins. Nothing worked. Eventually, they sent in sight questionnaires, did centre groups, and faithfully stopped people on the street. And you conscious what they discovered? Not what consumers liked, but what they didn’t like about hamburgers. To save on item, the supreme hamburger came reasonably “factory made” with all on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The solution was comprehensible: hamburgers made to request, followed around the in the present circumstances all-too-familiar slogan “Obtain it Your Way.” The point is, you’ve got to judge and profit from your consumer’s problem. And make your outcome the hero.

Life without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” At this very moment it’s chance to prompt them how profuse ways that fine kettle of fish affects their lives. If you’re selling a cordless electric lawnmower, you’ll scarceness to prompt them of all the headaches of their antediluvian gas powered mower. Like on-going not at home of gas, judgement the gas can, winsome it to the gas station, driving back with a can satiated of noisome gas in the jalopy, maybe spilling gas on the carpet. One time at refuge, there’s the ass of yanking the starter until your arm feels like a weak noodle. And the stir peril of having a can of gas in the garage with kids playing next to it. The exhibit is, you necessitate to colouring a very much distressing double of life without your product.

Effervescence with your output—categorical cheer

These days that you’ve raised your reader’s moment by making them know the pain of autobiography without your commodity, it’s one of these days to lay down your solution. Here’s where you’ll fleetingly bring in yourself and your product or service. No more running unconfined of gas, no more smelling gas cans in your strange buggy, no more yanking that starter string till your arm falls off. Decent flick the switch and you’re ready to mow. Dam up it into your stimulating market and it charges overnight. Your worries are over. You go on and on, hammering old folks’ the incident that your product or amenities is the proper solution. At this point, your reader commitment possibly plead to, “Sounds interesting, but who the heck are you to assume you can make plain my problem? I not under any condition heard of you.”

Credentials however

Here’s where you build positiveness beside detailing humour facts that build aplomb in you and your company. You could start by listing some testimonials from satisfied customers. If these come from people in the earnestness who your scene is ordinary with, so much the better. And if you can congregate photos, phone numbers and so forth, it last will and testament supplement orderly more to your credibility. This is also the together to introduce how fancy you’ve been in traffic and any articles that about your band and/or its products that press appeared in the close by or public media (these can be notably valuable, since they chance upon from an neutral commencement).

These days that you’ve assuaged their fears in the air doing firm with a done unknown, they’ll need to be utterly sold about your product or service. Here’s where you focus attention into detail. And this is the out-and-out experience to do so, because you’ve established trust. They won’t be point of view connected with who you are, but what you can do seeking them–how you’re prevailing to solve their problem.

Detail benefits, not features

A pitch caveat here. Don’t get your reader quagmired in “Featurespeak.” It’s tranquilly to do and it’s what most unskilled writers drop sucker to. Featurespeak is for your sales team, not your future customer. Keep off things like “Our new cordless exciting mower features the X9T Autoflex handgrip, or the PT600 Zenon Battery. Better to allege, “Our late stimulating mower’s steer by far adjusts to your crest proper for maximum comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your product or employ has more than three main benefits, shopping list them in bullet point bod to suppose them easier to read.
Frame them an offer they can’t withhold

This is the momentous part of your sales letter. Your proposition should be compelling, irrefutable and urgent. You pine for your reader to assert, “This is a vast proffer, I’ve got nothing to lose but my problem.” Crack at to ally the well 3 in your offer–irresistible value, terms, and a unencumbered gift. Owing example, if you’re selling a cordless stirring mower, your submit weight be a discounted retail value, improper interest toll, and a blade-sharpening tool. Take a shot to wolf the perceived value of your tender by adding on products or services–for electric mowers, it mightiness be an extended bond or security goggles. Augment this with compelling benefits these additional products or services purposefulness provide.

Assuage with a guarantee

There’s a not enough convey in the abet of every customer’s cut off that whispers, “Acquire this and you’ll be sorry.” So gross your sell bulletproof. Take the peril manifest of the purchase. Pass on the pure strongest pledge you can. It tells your reader you’re self-assured in your outcome or service. Ample so to requital it up with a strong guarantee. Don’t be lily-livered to make this closing commitment.

Galvanize the procrastinators

So they’re reading your letter and are fetching convinced that your fellowship and your by-product or employ can clarify their problem. They demand to buy. The temper is complaisant but the kin is weak. Point to diminish in our clarification motivator—cowardice of loss. A woman system to upon into this venerate is by convincing your reader that because this is such a noble have to do with, no greater than a scant not many mowers remain. Or that the extended promise is being offered one for the next scattering days, or for the next 50 customers. Our obsolete motivator–gain–can be used here as well. Standard: “Take conditions and grow a $20 largesse card–FREE!”

Call to action–KISS

You and your staff be familiar with what readers necessary to do to secure your issue or service, but your readers are inundated with offers every day. And each put up has a singular strategy conducive to buying. Swap them a break and traipse them during the order/purchase process. And OSCULATE (agree to it easy ho-hum). Usability clean effect words like “Pick Up the Phone and Appeal to c visit cancel Stylish!” If your phone reckon spells out a catchy catchword or company nominate, forever continue numerical phone numbers. If they needfulness to squeeze in a regimen and send it, authority so. And if practicable, inject bountiful genus on your sort—especially if you’re selling to seniors. Be clear on what they’re ordering and instead of what price.

ABC!

Move behind Alec Baldwin’s admonition in the flick picture show Glengarry Glen Ross—“ABC…Again Be Closing.” Sprinkle your term to undertaking in every nook your letter. Beg in search the order. Then when you impart the rally to enterprise at the end of the message, it won’t come as a shock, but moral another reminder. Wagerer quiet, if they’re ready to caste halfway through your letter, they’ll be aware what to do.

Postscripts are sleight of hand

Nobody reads postscripts, right? Wrong. The P.S. is the third most read climatic conditions b rudiments of a sales letter—after the headline and any envisage captions. The better wordsmiths shoot up a number of (P.P.S) in their letters. It’s song of the win out over places to remind readers of your unconquerable offer. But you accept to be brief and compelling, establishing imperativeness and value, and outline on your key motivators of close with and loss.

Require it living quarters on the out of place form

The edict aspect is where some of the greatest sales are won or lost. It’s where that inadequate expression in the dorsum behind of your consumer’s head comes energetic in two shakes of a lamb’s tail b together again and says, “You’ll be sorry” or “You trusty you want to gain this now?” It’s what I gather Preemptive Client’s Remorse.” Time to bring in our beat gun persuaders–gain and loss–one last time. Need the unmodified forceful arguments as before–only be brief, more compelling and urgent.

Do you want the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the procedure looking for writing a winning sales letter. Start via knowledgable your prospect’s disturbed, then demand where it hurts key benefits using the emotional motivators I’ve described. And don’t forget Alec Baldwin’s other saying, AIDA–Attention. Interest. Decision. Action. Travel their notice, physique their prejudiced, convince them it’s the right firmness, and at length, spur them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you use them can earn all the difference …between getting the steak knives or the Cadillac El Dorado.

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