Romance: love, adventure, luxury. Money “Don’t write—telegraph.” Use fast moving words, don’t be fancy or technical. First words are the most important. Verbal shorthand - “Don’t take too long to deliver the sizzle—it will get cold!” “Don’t throw a wet blanket of words on your sizzles.” Don’t spend too long explaining how and why everything works. “Talk ten seconds, and let the customer talk ten minutes.” Use words like ‘touch’, ‘feel’, ‘try’. Let the customer participate in the sale.…
Words 1004 - Pages 5