If you want your ads and sales letters "monkey simple" to read, comprehend and understand … then listen to this:
The late, great columnist Eugene Schwartz once said ad text must be like a window. It should be clear and not draw attention to himself in any way. No stains, no cracks in the glass, and not distract decorations around it.
And there are two very powerful ways to ensure that your ads that criteria.
The first is to use simple, easy to understand words, phrases and ideas. In other words, if a child can not understand, you probably should not be included. (Yes, I realize that there are exceptions to this, but it is good advice, no matter what the market is written anyway.)
The second way to get your copy of the announcement "a clear viewing window" is to limit your paragraphs to only one – and only one – the idea or concept.
For example, if you have a paragraph which reads:
"The bottom line here: These professionally produced DVDÂ to teach you everything you need to know about winning street fights while standing … upa in close quarters … on the ground … with weapons … and even against multiple attackers. No study required tedious. N long hours of intense training required. No. years of perfecting the techniques that are useless boring in real combat. And look at this: This street fight game IsnÂ't DVDÂ's all IÂ'm sending. It is only a part. There is another part of this system is so important for its survival on the street … as the skills and tactics learned in youÂ'll DVDÂ's … "
To make it absolutely clear and easy to follow but has to be divided into several sections – each with a single train of thought – like this:
"The bottom line here: These professionally produced DVDÂ to teach you everything you need to know about winning fights in the street while standing upa … in close quarters … on the ground … with weapons … and even against multiple attackers.
No study required tedious. No long hours of intense training required. No. years of perfecting the techniques boring which are useless in real combat.
And check this out: This game of street fighting isnÂ't DVDÂ's IÂ'm all shipping.
It is only a part. There is another part of this system is so important for its survival on the street as … skills and tactics learned in youÂ'll DVDÂ's … "
What I mean?
This way you are not putting too many ideas and concepts in the reader's throat at once. Instead, everything is "bite sized" – easy to put in your mouth, chew and digest.
And guess what?
That's exactly the information as must be completed if you want to give you every advantage possible in your copy.
Ben Settle is a direct response copywriter and author of “The Copywriting Grab Bag”. Although Ben rarely accepts clients, he freely shares his latest copywriting secrets and tactics on his website at http://bensettle.com
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