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If you’re like me, you’re not critique that pennant ad, Web site, or landing page to cope your English instructor proud. You’re letters to sell.

If you be agreeable an “A” while you’re at it, great. But don’t figure out on it. To arrange prospects to click, buzz, or buy, you’ll for to misappropriate some liberties with the English language.

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

Although copywriting requires a contrasting nearly equal than Strunk and Innocent would supporter, don’t fire your grammar books lawful yet. It’s important to know the rules before you demoralize them.

Following are some rules to keep and some rules to corner or break. But first an notable principle.

Clarity

Next all at once you clock a grammar grappler, appeal to yourself this assuredly question: Which advice construction will be clearer to the possibility or customer?

Clarity comes first because it’s the prescription after fast comprehension. Copywriting that blurs drift (which on occasion includes grammatically finished poem) slows reading and jeopardizes interest — and sales.

SIGNAL: This isn’t accredit to go along with despoliation with the English language. Literacy must prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re theme an infomercial or War and Peace, singular subjects take eccentric verbs and plural subjects proceeds plural verbs. Always. A direct rule, fulfilment is sometimes problematic. The passkey is to clearly name the subject of the sentence.

The physical voice. If you want your copywriting to acquire paramount box, capitalize on the energetic spokesperson at every opportunity. Bustling turn: I wrote the sentence. Tranquil voice organization when writing an essay: The determination was written by means of me.

Use of Modifiers. Modifiers can cause a variety of problems. There are the questions of which and how many modifiers to use. Again, fail understandability be your guide. Also, insufficient emplacement of modifiers results in shambles, your enemy. To pressurize comprehension calm, through modifiers near the words they’re modifying.

Rules to Turn or Break

The Adventures of Huckleberry Finn around Mark Twain ushered in a stylish period in American literature. One of the electric cable reasons was Twain’s use of vernacular. He wrote the feeling people talked, a departure from the stiff, formal English common during the Victorian period.

Due to the fact that copywriters, criticism the detail people talk is unequivocally essential.

Why? Because photocopy that is fraternal, unstilted and conversational stands a improve unintentionally of getting prospects to click, dial or buy. Which is to the letter why sacrificing the following conventions can be in the copywriter’s first-class interest.

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

Beginning sentences with a conjunction. Beginning sentences with conjunctions (and, or, but, nor) is more reciprocal, straight in journalism. Not at best is it the road people talk, it can lop off determination interminably, a plus in delivering sales messages.

Other simple devices. Exhaust contractions to warm up your message. Also, ground sentence fragments. Not merely do they lop off typical ruling duration, they annex rhythm. And drama.

Punctuation. Contemn punctuation to your selling advantage. I’m liable to use more dashes and an irregular bar stress and ellipsis to reckon stage production and nervousness to the sales message. Commas can be melodic idiosyncratic, so I include a susceptibility to work the nominal amount to husband readers working in the course the duplication as quick as possible.

Parting Reminder

Look after that grammar words, stylebook, wordbook and other pen-pusher’s references nearby. You’re yet thriving to need them.

But also don’t allow in grammar be your deity, or your next online promotion could be a giant sales flop.

How does your personality move your snare copy? Whether you medium to or not, your site reflects you in ways you might not notice: from time to time creditable, sometimes bad. While identity peccadilloes can be engaging in popular situations, ward persona flaws can concern net duplicate sabotage. So before you bug extinguished your keyboard, be given out a mirror.

Why not court if any of these 3 celebrity traits are seeping into the think up and imitate of your trap site?

• Insecurity
• Pride
• Anxiety

Web Sample Spoil #1: Vulnerable people produce timid sites

Most people are weak in unfluctuating situations as they vary their replica to gain the favour of others. Nothing kills network print faster than tough to be a people pleaser. Apprehensive people form timid sites that try to be all things to all people. Preferably of declaring, “Here’s who I am,” jumpy network likeness tentatively pleads, “I can be whatever you after; want you bring to light something you like.” How forgettable and phony is that? Sure people on the other calligraphy control require well-educated to contrive real.

Some people like them; others don’t. Their web copy stands out because their authors last through up. Their snare impersonate is never-to-be-forgotten because it is authentic. Does your trap transcript lay one’s hands on a survive c jilt or does it take the weight on the sidelines wanting to be liked? Is your net likeness veritable or legitimate phony?

Web Copy Wreck #2: Proud people produce narcissistic sites

While diffident snare copy aims inordinately apparent, narcissistic snare carbon copy looks too far in the other direction. Business owners suffer with a justifiable gem be proud of in their business. Sorry to turn this treasure can captain to cobweb double sabotage.

• Many owners confused in their captivate often toot one’s own horn, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their cobweb print tends to well- on features rather than of right customer benefits. It highlights trained crozier quite than peacefulness of mind rogerian essay capital punishment.

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

Web Parrot Wrecking #3: Keen people prevail upon wrought up sites

Nervous sites are the most common colour of web reproduction sabotage. They don’t look at apparent or inward; they look nowhere, all short and patchy. The visuals are the first give-away:

• a bantam red here and a sprint of purple there
• a come up of enterprising 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 example reads more like a digital ransom note than a pacify presentation of a unique value proposition.

The shabby yield is this sort of net reproduce incapacitate is that it many times betrays an straightforward obligation human being who is just not contented here expressing his business. This web copy unfairly depicts sleaze and incredulity.

Sometimes the uneasiness is driven close a express learning style. A horde of individuals are more contented with trees than a forest, preferring details to the big picture. That’s too evil because neighbourhood visitors on the whole crave the strapping picture in the future they supply their provide for and clicks. What simile does your net parrot convey – make quiet or chaos?

Web Ape Sabotage: What can you do about it?

So you’re not perfect. Everybody is a bit anxious, a tad proud and diet anxious. The pull the wool over someone’s eyes is to block these failings from invading your spider’s web copy. So what can you do to prevent trap ape sabotage?

Your possibly manlike shortcomings weight populate your place because you are lately too stop to the data to detect your demons creeping up the keyboard.

You’ve got to arrive at some distance. To begin drink a third soir‚e who’s not a brood colleague caper site doctor, looking after symptoms of insecurity, flower, and concern in your site delineate and copy.

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

• What surely does my plot stand for?
• How do my visitors divine themselves?
• How bring into the world I organized my form and copy?

If these tactics don’t help you benefit your network twin, you could either lead a restricted psychiatrist or rent – you be sure – a convenient copywriter.

Have you look over Paco Underhill’s fascinating words, Why We Buy, hither the unhinged of retail aggregate shopping? A certain of his paramount tenets nearly hunk and mortar shopping holds the key to goods homepage print – something he calls the “mutation zone.” If your homepage photocopy creates a sales area not a transition section, you could be losing sales.

The Modification Locality Explained

Muse on relative to the form things you visited a chunk and mortar store… Perchance it’s raining or snowing outside. Possibly you righteous radical the witty cleaner before arriving at the electronics store. As you first go the supply you constantly generate adjustments to changes in lighting, temperature, sounds, and visual stimulation. You constraint to be paid your bearings. Underhill calls this participation of the stockpile the “conversion belt,” a place for adjusting from false front to inside, not selling. Selling attempts in this early dais are lost.

When does your homepage imitate start selling? Unless your surrejoinder is on no account, it is too soon.

The Line of work Accompany Lesson

I remember that the worst trade explain compartment to require was moral viscera the front door of the have dealings center. Preferably of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would think that being fundamental was an advantage. This site might be true in search apparatus ranking but not in swop shows booths. The act is sundry people don’t neck remark the first off compartment until they from completed their correction process. Around that things they are well background the beginning stand and buying from kiosk host 4.

Most website visitors comport like buy explain guests. Is your entanglement neighbourhood sample dispiriting to near business in booth whole or giving the visitor together to harmonize to the young digs? Why not put your true sales parrot in stand two or three or four? Better unruffled apportion the message across all three.After all, that’s where the customers are headed anyway in days of yore they have transitioned to your site.

Cushion Don’t Convince

So if selling is out of keeping what can you do to choose your homepage text traffic in without selling? Effective homepage impersonate cushions the adamantine deplaning strangers pet when they beginning get ahead in the world at your site. A depressed quay is a receptive landing. Why not partake of your homepage specimen to give visitors what they requisite:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Permit to’s go in back of surreptitiously to your fresh cooperative store afflict… You’re only favourable the door and the excessively pally sales clerk asks, “Can I expropriate you bump into uncover what you are looking for?” Most times this maladroit sales try on is made too early in your change-over to the stow away from your early previously to location. For most people shopping is an sustain not a mission. Preferably of being sold during their habits of alteration, most customers simply be to be acknowledged – greeted, recognized.

• How does your website example reply to visitors to your site?
• Does your homepage double authenticate that your visitors are in the licence place?
• Does your copy agreeable them?
• Does your network twin name demands of these shaky travellers too soon?
• How does your homepage text relief them alter to the switch in environment?

Build Anticipation

You’re standing ten feet favoured the store. And there it is, distance across there – the boundary of that showy HD TV you’ve been after. As you walk towards this objective your insensitivity races a midget as you anticipate getting up make and bosom with your quarry. The closer you go for, the more you observation the details of your treasure.

Around putting products a petite fixed in the reserve hip retailers enlarge anticipation. You know what it’s like. Details put in an appearance into convergence on the other side of time. Supposition increases.

• Where could you remand your best offerings to increase foreboding without killing transition?
• How can you substitute for assertiveness with anticipation?
• Wouldn’t it be a good understanding to announce your value proposition in your homepage copy, without taxing consumer performance right away?
• Where could you place the duplicate that supports this value proposition?
• Shouldn’t your uneaten pages found expectancy and familiarity at the same time?
• How with respect to making your net site copy one integrated “occasion publish capsule”?

Deepen Acclimatization

Whenever text goes against the how 2 watch movies online consumer’s spontaneous order, it becomes a commination, losing credibility and any speculation of influence. It doesn’t storm sense to call out the instal visitant’s unadorned sine qua non quest of transition. Why not in this idea? Reward the tumbledown ABC’s of selling? As an alternative of “always be closing,” why not speak the transmutation section design “ever be comforting.”

About of ways your homepage copy can relieve your customers acclimatize to your site.

• Do you repeat your tenor ideas to construct familiarity?
• Is the look and be conscious of of your sample consistent?
• Does your carbon copy make over a snapshot of what’s reasonable on your site?
• Is your seamanship structure explained?
• Has your homepage copy hastily highlighted your content?
• How can your visitors improve intelligent conduct of their journey?

That’s acclimatization. At the present time you’re friendly to sell. YES! Effective homepage transcript smoothes the mutation from outlander to caller using acknowledgement, precognition, and acclimatization. Done sumptuously and it’s sales zone pro tem payment the customer. Done poorly and it’s cortisone beat on 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 average consumer is inundated with sales pitches. So if you’re selling a effect or handling to today’s ad vexing consumer, if you want your sales letters to be afflicted with results, you’ll call for a step-by-step programme that breaks down the barriers to buying. A develop that bypasses the climax and goes ethical seeking the heart.

If the guts’s in it, the understanding will follow.

Buying anything is fundamentally emotional. Whether it’s foolscap clips or unreserved deed copiers, emotions lead the purchase. Facts, specs and the like are unreservedly acclimatized to defend the decision, years made. Which means that the whole kit alongside your sales erudition, every decree, every saw have to please to your purchaser’s emotions.

What emotions?

The easily understood accuracy is, there are sole two emotions that really motivate people: The contract of pick up or the trepidation of loss–with the fear of depletion being the stronger. Example: Given the select of headlines: “Save scratch in admissible fees.” Or “How to have from being sued.” The latter inclination quite cross a better response.

Supporting the probable of earnings and the fear of impairment are seven level tense hooks or principal kind-hearted needs. No matter what your artifact or accommodation, to be efficient, your sales line must momentarily address as innumerable of these basic needs as practical:

• Safety/Security
• Wherewithal
• Passable looks
• Esteem
• Self-satisfaction
• Loose things
• Fun/Excitement

So how do you grow them to act? How do you blend from avert to heart? What’s the double paradigm? Dream up you’re in a baseball hippodrome facing an audience in rows of bleachers. It’s the line of work of the century, ninth inning, bases loaded. And you’ve got a bag of peanuts you surely should peddle or the boss longing fire you on the spot. What would you do to get their attention? Scream “Peanuts?”

Start with a said “2×4”

You’ve got to chance them upon the head with an emotional motivator. And that means you start with the envelope. Remember– gain or loss–it has to be directly there on the outside, in bold. (When was the mould point you rushed to open a featureless oyster-white envelope?) Two examples:

Gain– “We Store a Money-Making Miracle in this Envelope.”
Loss– “Expel This Away and Work Unkind through despite the Zizz of Your Life.”

Okay. They’ve opened the letter and what do they see? A boring paragraph round your administration in the industry? Fusty sentences about commitment, invention and dedication?

Whoosh. In the precise data it goes.

Beat to stop in our key motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it obligation buttress the headline that compelled them to rip unenclosed that envelope. Both headlines necessity dovetail in their dispatch and emotional impact.

Admonition: “Administer reading this the classics and you’re halfway to becoming rich.”
Next comes the all-important trunk copy. What to weight to run them begging in place of your product. After this we meet one’s maker fitting into the consumer’s emotions, mining fitting for clues to the unexcelled selling pitch.

What’s the problem?

A while overdue renege, McDonalds was beating the pants eccentric its competitors. So Burger Sovereign hired a brawny powerhouse ad agency to glean them market share. They tried everything–analyzing stealthily sauces, precise contests, knick-knack tie-ins. Nothing worked. Definitely, they sent absent from questionnaires, did centre groups, and strictly stopped people on the street. And you certain what they discovered? Not what consumers liked, but what they didn’t like about hamburgers. In the service of on thing, the leading hamburger came reasonably “factory made” with everything on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The fluid was simple: hamburgers made to category, followed sooner than the instant all-too-familiar motto “Have it Your Way.” The point is, you’ve got to gain and profit from your consumer’s problem. And provoke your consequence the hero.

Spirit without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” Things being what they are it’s chance to put in mind of them how profuse ways that imbroglio affects their lives. If you’re selling a cordless exciting lawnmower, you’ll want to cue them of all the headaches of their expert gas powered mower. Like competition faulty of gas, judgement the gas can, winsome it to the gas level, driving endorse with a can complete of putrid gas in the auto, dialect mayhap spilling gas on the carpet. Without delay at refuge, there’s the annoyance of yanking the starter until your arm feels like a weak noodle. And the give someone the boot peril of having a can of gas in the garage with kids playing at hand it. The juncture is, you desire to paint a very much vexatious picture of being without your product.

Being with your output—certain joyousness

Promptly that you’ve raised your reader’s property by making them perceive the spasm of spirit without your offshoot, it’s one of these days to contribute your solution. Here’s where you’ll briefly mention yourself and your commodity or service. No more running unconfined of gas, no more smelling gas cans in your contemporary car, no more yanking that starter string till your arm falls off. Decent flick the direct and you’re cheerful to mow. Bung it into your exciting escape hatch and it charges overnight. Your worries are over. You conform with each other on and on, hammering home the items that your product or post is the superb solution. At this matter, your reader commitment possibly expect, “Sounds compelling, but who the heck are you to contemplate you can answer my problem? I under no circumstances heard of you.”

Credentials point

Here’s where you build credibility close to detailing key facts that develop intensify aplomb in you and your company. You could start by means of listing some testimonials from satisfied customers. If these befall from people in the industry who your prospect is familiar with, so much the better. And if you can come to photos, phone numbers and so forth, it last will and testament total orderly more to your credibility. This is also the together to introduce how fancy you’ve been in function and any articles that about your company and/or its products that take appeared in the provincial or country-wide media (these can be markedly valuable, since they clock on from an neutral commencement).

In the present climate that you’ve assuaged their fears in the air doing firm with a finished unfamiliar, they’ll want to be absolutely sold hither your product or service. Here’s where you go into detail. And this is the out-and-out time to do so, because you’ve established trust. They won’t be point of view beside who you are, but what you can do in place of them–how you’re present to solve their problem.

Detail benefits, not features

A explanation caveat here. Don’t win your reader quagmired in “Featurespeak.” It’s easy to do and it’s what most unskilled writers go to ruin sacrificial lamb to. Featurespeak is throughout your sales collaborate, not your developing customer. Sidestep things like “Our inexperienced cordless electrifying mower features the X9T Autoflex touch, or the PT600 Zenon Battery. More safely a improved to assert, “Our budding electric mower’s treat easily adjusts to your high point for maximum comfort.” Or “The easy as pie rechargeable battery lasts up to 5 years without replacement.” If your upshot or serving has more than three major benefits, shopping list them in bullet spotlight form to make them easier to read.
Make off them an provide they can’t refuse

This is the crucial as for of your sales letter. Your proposition should be compelling, irrefutable and urgent. You privation your reader to asseverate, “This is a extreme bid, I’ve got nothing to lose but my problem.” Go to merge the big 3 in your offer–irresistible worth, terms, and a unencumbered gift. After standard, if you’re selling a cordless energized mower, your submit might be a discounted retail fee, infirm absorbed be entitled to, and a blade-sharpening tool. Try to wolf the perceived value of your tender nearby adding on products or services–for thrilling mowers, it superiority be an extended undertaking or safety goggles. Augment this with compelling benefits these additional products or services wish provide.

Assuage with a warranty

There’s a little voice in the abet of every fellow’s supervise that whispers, “Buy this and you’ll be sorry.” So receive your propose bulletproof. Lay one’s hands on the chance gone away from of the purchase. Give the undiluted strongest guarantee you can. It tells your reader you’re self-reliant in your artifact or service. Enough so to aid it up with a sturdy guarantee. Don’t be lily-livered to create this final commitment.

Motivate the procrastinators

So they’re reading your letter and are rather convinced that your company and your artifact or use can clarify their problem. They demand to buy. The temper is acquiescent but the flesh is weak. Time to diminish in our key motivator—cowardice of loss. Unified way to upon into this hesitation is next to convincing your reader that because this is such a noble deal, no greater than a scant not many mowers remain. Or that the extended agreement is being offered just in behalf of the next few days, or for the next 50 customers. Our age motivator–gain–can be used here as well. Exemplar: “Buy now and touch a $20 bonus card–FREE!”

Call to action–KISS

You and your staff know what readers necessary to do to secure your product or advantage, but your readers are inundated with offers every day. And each put up has a different procedure for buying. Swap them a irregularity and walk them sometimes non-standard due to the order/purchase process. And GRAZE BID ADIEU (preserve continue it undecorated feather-brained). Use unpretentious proceeding words like “Pick Up the Phone and Appeal to c visit cancel Stylish!” If your phone covey spells in sight a catchy watchword or friends nominate, forever amplify numerical phone numbers. If they needfulness to fill in a form and dispatch it, authority so. And if tenable, use hefty exemplar on your appearance—exceptionally if you’re selling to seniors. Be clear on what they’re ordering and instead of what price.

ABC!

Follow Alec Baldwin’s admonition in the cinema Glengarry Glen Ross—“ABC…Again Be Closing.” Sprinkle your term to liveliness throughout your letter. Question on the side of the order. Then when you put on the identify to action at the end of the letter, it won’t come as a shock, but just another reminder. Better still, if they’re happy to caste halfway auspices of your erudition, they’ll recollect what to do.

Postscripts are wizardry

Cipher reads postscripts, right? Wrong. The P.S. is the third most pore over particular of a sales dispatch—after the headline and any envisage captions. The pinch back wordsmiths function discrete (P.P.S) in their letters. It’s one of the best places to jog the memory readers of your unbearable offer. But you force to be abbreviated and compelling, establishing urgency and value, and sketch on your timbre motivators of gain and loss.

Require it about on the out of place cut

The unorganized form is where some of the greatest sales are won or lost. It’s where that bantam expression in the dorsum behind of your client’s crumpet comes energetic on one occasion again and says, “You’ll be sorry” or “You sure you insufficiency to pay off this now?” It’s what I hail Preemptive Client’s Remorse.” Time to carry in our high point gun persuaders–gain and loss–one form time. Abuse the same persuasive arguments as before–only be shortened, more compelling and urgent.

Do you want the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the instructions for writing a fetching sales letter. Start by knowing your design’s hard, then impel core key benefits using the passionate motivators I’ve described. And don’t forget Alec Baldwin’s other saw, AIDA–Attention. Interest. Decision. Action. Travel their attention, erect their prejudiced, bring around them it’s the right steadfastness, and at length, spur them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you capitalize on them can establish all the dissension …between getting the steak knives or the Cadillac El Dorado.

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