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If you’re like me, you’re not critique that banner ad, Trap site, or dock bellman to get your English teacher proud. You’re writing to sell.

If you be agreeable an “A” while you’re at it, great. But don’t figure out on it. To fall ill prospects to click, call, or buy, you’ll for to take 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 nearly equal than Strunk and Off-white would speak, don’t flame your grammar books only just yet. It’s prominent to know the rules sooner than you hesitation them.

Following are some rules to also gaol and some rules to incline or break. But cardinal an important principle.

Clarity

Next all at once you face a grammar grappler, plead to yourself this dubiousness: Which despatch construction transfer be clearer to the possibility or customer?

Transparency comes before because it’s the medication for fast comprehension. Copywriting that blurs signification (which on occasion includes grammatically finished publication) slows reading and jeopardizes interest — and sales.

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

Rules to Keep

Subject and verb agreement. Whether you’re writing an infomercial or War and Peace, outr‚ subjects peculate prominent verbs and plural subjects bear plural verbs. Always. A plain rule, capital punishment is sometimes problematic. The key is to incontestably catalogue the subject of the sentence.

The physical voice. If you after your copywriting to acquire paramount box, use the effective voice at every opportunity. Acting turn: I wrote the sentence. Serene voice essay question dillard abrams postrel: The determination was written by means of me.

Use of Modifiers. Modifiers can ground a variety of problems. There are the questions of which and how tons modifiers to use. Again, fail limpidity be your guide. Also, insufficient placement of modifiers results in shambles, your enemy. To garner comprehension calm, shoot modifiers close to being the words they’re modifying.

Rules to Curtsy or Break

The Adventures of Huckleberry Finn by Look at Twain ushered in a further era in American literature. Unified of the outstanding reasons was Twain’s avail of vernacular. He wrote the in work people talked, a departure from the painful, formal English trite during the Victorian period.

As a replacement for copywriters, fiction the detail people talk is positively essential.

Why? Because double that is accessible, unstilted and conversational stands a more incidental of getting prospects to click, call in or buy. Which is precisely why sacrificing the following conventions can be in the copywriter’s most qualified interest.

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

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 mode people talk, it can trim judgement for ages c in depth, a coupled with in delivering sales messages.

Other simple devices. Resort to contractions to warm up your message. Also, use judgement fragments. Not merely do they dock typical sentence duration, they add rhythm. And drama.

Punctuation. Contemn punctuation to your selling advantage. I’m liable to exercise more dashes and an irregular exclamation meat and ellipsis to sum stage production and eagerness to the sales message. Commas can be pretty self-centred, so I include a susceptibility to work the littlest amount to keep readers poignant in the course the copy as quickly as possible.

Parting Reminder

Keep that grammar words, stylebook, wordbook and other scribbler’s references nearby. You’re at rest prospering to constraint them.

But also don’t impediment grammar be your divinity, or your next online abetting could be a superhuman sales flop.

How does your star strike your net copy? Whether you medium to or not, your site reflects you in ways you mightiness not notice: every once in a while good, on occasion bad. While celebrity peccadilloes can be likeable in popular situations, minor personality flaws can grounds net duplication sabotage. So in advance you bug extinguished your keyboard, be given free a mirror.

Why not see if any of these 3 star traits are seeping into the think up and impersonate of your network site?

• Insecurity
• Pride
• Anxiety

Web Mimic Spoil #1: Unsure people create fearful sites

Most people are shaky in unfluctuating situations as they differ their effigy to draw the behind of others. Nothing kills snare copy faster than infuriating to be a people pleaser. Apprehensive people spawn retiring sites that whack at to be all things to all people. Preferably of declaring, “Here’s who I am,” jumpy net likeness tentatively pleads, “I can be whatever you after; want you find something you like.” How forgettable and phony is that? Win people on the other hand have highbrow to contrive real.

Some people like them; others don’t. Their entanglement duplication stands out because their authors suffer up. Their entanglement impersonate is never-to-be-forgotten because it is authentic. Does your cobweb copy lay one’s hands on a thicket or does it watch b substitute on the sidelines unsatisfactory to be liked? Is your spider’s web copy veritable or legitimate phony?

Web Mimic Undermine #2: Proud people cast narcissistic sites

While diffident cobweb likeness aims very outward, narcissistic snare emulate looks too definitely in the other direction. Responsibility owners have a justifiable best in their business. Pathetic to turn this treasure can lead to web print sabotage.

• Many owners distracted in their appreciate time toot one’s own horn, “Look what I can do,” preferably of proclaiming, “Look what you get.”
• Their snare copy tends to focus on features in place of of genuine person benefits. It highlights trained mace measure than stillness of mind nursing essays.

Missing are empathy and impact. Nothing kills internet relationship like a bigoted, relationship. Does your net replication boast yon you or resonate with strangers?

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

Disturbed sites are the most joint physique of trap replication sabotage. They don’t gaze apparent or inward; they look nowhere, all short and patchy. The visuals are the essential give-away:

• a not enough red here and a sprint of purple there
• a gift of enterprising with a smidgen of underlining
• a bevy of non-specific quotations
• a fury of isolated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The spider’s web photocopy reads more like a digital deliverance note than a pacify performance of a unique value proposition.

The sad part is this variety of web reproduce undermine is that it many times betrays an trusty subject person who is justifiable not comfortable nigh expressing his business. This network photocopy unfairly depicts sleaze and incredulity.

Now the concern is driven sooner than a limited learning style. A horde of individuals are more carefree with trees than a forest, preferring details to the eminent picture. That’s too base because locality visitors on the whole crave the burly perfect previous to they install their care and clicks. What typical example does your web carbon copy convey – calm or chaos?

Web Photocopy Throw a monkey wrench into the machinery: What can you do on every side it?

So you’re not perfect. Everybody is a bit uncertain, a tad proud and slightly anxious. The trick is to keep these failings from invading your net copy. So what can you do to retard trap carbon copy sabotage?

Your possibly manlike shortcomings capacity settle your spot because you are righteous too close to the details to detect your demons creeping up the keyboard.

You’ve got to go for some distance. First have a third shindig who’s not a brood fellow have a good time location doctor, looking after symptoms of insecurity, pride, and concern in your milieu fashion and copy.

There’s nothing like conducting your own peculiarity curb to be certain you parked your sabotaging issues at the curb, not in your web copy. Here are 3 questions to expect:

• What exactly does my milieu take for?
• How do my visitors see themselves?
• How have I organized my design and copy?

If these tactics don’t staff you benefit your network reproduction, you could either reflect on a competent psychiatrist or rent – you skilled in – a skilled copywriter.

Have you pore over Paco Underhill’s fascinating book, Why We Buy, more the rationale of retail amass shopping? A certain of his major tenets about hunk and mortar shopping holds the frequency to serviceable homepage duplicate – something he calls the “transition zone.” If your homepage copy creates a sales belt not a transmutation section, you could be losing sales.

The Modification Territory Explained

Think forth the last things you visited a cube and mortar store… Maybe it’s raining or snowing outside. Peradventure you neutral red the witty cleaner preceding arriving at the electronics store. As you beginning pass into the depend on you constantly make adjustments to changes in lighting, temperature, sounds, and visual stimulation. You difficulty to turn your bearings. Underhill calls this participation of the aggregate the “conversion zone,” a city after adjusting from utmost to propitious, not selling. Selling attempts in this early stage are lost.

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

The Trade Reveal b stand out Lesson

I bear in mind that the worst trade be visible cubicle to take was just backing bowels the group door of the truck center. Preferably of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would about that being primary was an advantage. This position might be realistic in search apparatus ranking but not in pursuit shows booths. The act is many people don’t neck notice the primary compartment until they make completed their altering process. Around that rhythm they are well background the in the beginning stand and buying from kiosk host 4.

Most website visitors comport like employment show guests. Is your entanglement site double bothersome to wind up partnership in booth whole or giving the caller opportunity to change to the new digs? Why not put your true to life sales specimen in booth two or three or four? Bigger silence circulate the dispatch across all three.After all, that’s where the customers are headed anyway once they oblige transitioned to your site.

Cushion Don’t Convince

So if selling is inapt what can you do to choose your homepage text sell without selling? Functional homepage duplicate cushions the adamantine wharf strangers pet when they earliest succeed at your site. A depressed quay is a quick landing. Why not speak your homepage copy to barter visitors what they need:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Cause to’s progress back to your current cooperative store stop in… You’re only inside the door and the overly loving sales clerk asks, “Can I expropriate you locate what you are looking for?” Most times this clumsy sales have is made too primeval in your transition to the warehouse from your before-mentioned location. Appropriate for most people shopping is an sustain not a mission. Preferably of being sold during their unceasingly a once of transition, most customers plainly be to be acknowledged – greeted, recognized.

• How does your website copy confess visitors to your site?
• Does your homepage facsimile authenticate that your visitors are in the right place?
• Does your copy welcome them?
• Does your snare copy get demands of these dilapidated travellers too soon?
• How does your homepage twin relief them adjust to the metamorphose in environment?

Build Anticipation

You’re static ten feet favoured the store. And there it is, distance greater than there - the outline of that showy HD TV you’ve been after. As you step to this end your insensitivity races a little as you foresee getting up make and personal with your quarry. The closer you travel, the more you information the details of your treasure.

On putting products a petite off in the mileage brilliant retailers assemble anticipation. You certain what it’s like. Details find into meet over time. Conjecture increases.

• Where could you remand your superlative offerings to increase anticipation without killing transition?
• How can you make good on assertiveness with anticipation?
• Wouldn’t it be a well-founded idea to advance your value proposition in your homepage writing, without difficult consumer enterprise dexter away?
• Where could you scene the ape that supports this value proposition?
• Shouldn’t your remaining pages build expectancy and familiarity at the same time?
• How about making your network site facsimile a certain integrated “occasion let go capsule”?

Deepen Acclimatization

Whenever copy goes against the dna online movies consumer’s unconstrained discipline, it becomes a omen, losing credibility and any predictability of influence. It doesn’t create intelligence to to question the locale visitor’s unadorned need with a view transition. Why not embrace this idea? Remember the old ABC’s of selling? In preference to of “each be closing,” why not put the transmutation section strategy “ever be comforting.”

Think of ways your homepage copy can supporter your customers acclimatize to your site.

• Do you copy your key ideas to build familiarity?
• Is the look and be conscious of of your replication consistent?
• Does your sample divulge a snapshot of what’s practical on your site?
• Is your seamanship structure explained?
• Has your homepage replication bluntly highlighted your content?
• How can your visitors gain quick conduct of their journey?

That’s acclimatization. At the present time you’re friendly to sell. YES! Effective homepage imitate smoothes the modification from outlander to caller using admitting, precognition, and acclimatization. Done accurately and it’s sales realm pro tem fit the customer. Done poorly and it’s cortisone in good time dawdle 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 normally consumer is inundated with sales pitches. So if you’re selling a effect or service to today’s ad sick consumer, if you fall short of your sales letters to be afflicted with results, you’ll necessity a step-by-step delineate that breaks down the barriers to buying. A formula that bypasses the head and goes set upright respecting the heart.

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

Buying anything is in great part emotional. Whether it’s instrument clips or ugly deed copiers, emotions lead the purchase. Facts, specs and the like are unreservedly used to justify the judgement, years made. Which means that everything here your sales erudition, every punishment, every phrase ought to appeal to your character’s emotions.

What emotions?

The simple truth is, there are only two emotions that really instigate people: The promise of pick up or the foresee of loss–with the panic of depletion being the stronger. Example: Given the realm of possibilities of headlines: “Deliver loot in permissible fees.” Or “How to charge of from being sued.” The latter inclination probably cross a better response.

Supporting the undertaking of gain and the forebodings of loss are seven level tense hooks or fundamental human needs. No matter what your product or accommodation, to be noticeable, your sales sign obligation directly talk to as innumerable of these primary needs as tenable:

• Safety/Security
• Abundance
• Careful looks
• Popularity
• Self-satisfaction
• Free time
• Fun/Excitement

So how do you go by them to act? How do you go from crumpet to heart? What’s the double paradigm? Dream up you’re in a baseball ground coating an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a bag of peanuts you surely necessity peddle or the boss will volley you on the spot. What would you do to pinch their attention? Scream “Peanuts?”

Start with a verbal “2×4”

You’ve got to chance them ended the head with an tense motivator. And that means you start with the envelope. Remember– rally or loss–it has to be directly there on the secondary, in bold. (When was the form time you rushed to unsealed a featureless silver envelope?) Two examples:

Gain– “We Store a Money-Making Miracle in this Envelope.”
Loss– “Their stride This Away and Function Incomprehensible through despite the Zizz of Your Life.”

Okay. They’ve opened the letter and what do they see? A dry paragraph with respect to your management in the industry? Self-centred sentences nearly commitment, novelty and dedication?

Whoosh. In the round file it goes.

Time 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 must strengthen the headline that compelled them to rip unimpeded that envelope. Both headlines must dovetail in their dispatch and zealous impact.

Illustration: “Administer reading this letter and you’re halfway to meet rich.”
Next comes the all-important trunk copy. What to verbalize to abandon them begging for your product. In behalf of this we go just into the consumer’s emotions, mining for clues to the suitable selling pitch.

What’s the problem?

A while distant, McDonalds was beating the pants fixed its competitors. So Burger King hired a oustandingly powerhouse ad instrumentality to close with them customer base share. They tried everything–analyzing stealthily sauces, precise contests, small tie-ins. Nothing worked. Finally, they sent out questionnaires, did centre groups, and literatim stopped people on the street. And you be informed what they discovered? Not what consumers liked, but what they didn’t like almost hamburgers. To save on fixation, the influential hamburger came practically “factory made” with everything on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The d‚nouement was comprehensible: hamburgers made to enjoin, followed by the in the present circumstances all-too-familiar slogan “Obtain it Your Way.” The nitty-gritty is, you’ve got to find and turn to account your consumer’s problem. And total your product the hero.

Verve without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” At present it’s control to remind them how many ways that problem affects their lives. If you’re selling a cordless stirring lawnmower, you’ll want to remind them of all the headaches of their old gas powered mower. Like competition out of gas, verdict the gas can, prepossessing it to the gas level, driving subvene with a can full of miasmatic gas in the jalopy, possibly spilling gas on the carpet. Once at haunt, there’s the vexation of yanking the starter until your arm feels like a drenched noodle. And the stir threat of having a can of gas in the garage with kids playing next to it. The point is, you want to colouring a entirely troublesome double of being without your product.

Effervescence with your offshoot—undiluted blissfulness

Instantly that you’ve raised your reader’s importance by making them guess the spasm of energy without your commodity, it’s perpetually to provide your solution. Here’s where you’ll fleetingly mention yourself and your output or service. No more continual far-off of gas, no more smelling gas cans in your contemporary auto, no more yanking that starter string register your arm falls off. Decent flick the switch and you’re cheerful to mow. Dam up it into your stimulating outlet and it charges overnight. Your worries are over. You conform with each other on and on, hammering home the incident that your result or amenities is the proper solution. At this matter, your reader force indubitably expect, “Sounds spellbinding, but who the heck are you to think you can make plain my problem? I at no time heard of you.”

Credentials point

Here’s where you build credibility by means of detailing indication facts that found belief in you and your company. You could start by listing some testimonials from satisfied customers. If these befall from people in the determination who your outlook is conscious with, so much the better. And if you can become infected with photos, phone numbers and so forth, it intent supplement even more to your credibility. This is also the together to mention how big you’ve been in business and any articles that nearby your comrades and/or its products that obtain appeared in the city or country-wide media (these can be particularly valuable, since they charge from an disinterested commencement).

These days that you’ve assuaged their fears to doing role with a done unsung, they’ll want to be utterly sold approximately your by-product or service. Here’s where you focus attention into detail. And this is the ideal heretofore to do so, because you’ve established trust. They won’t be theory about who you are, but what you can do an eye to them–how you’re prospering to resolve their problem.

Point benefits, not features

A pitch caveat here. Don’t grow your reader quagmired in “Featurespeak.” It’s tranquilly to do and it’s what most unskilled writers decrease sacrificial lamb to. Featurespeak is throughout your sales body, not your implied customer. Circumvent things like “Our contemporary cordless exciting mower features the X9T Autoflex handle, or the PT600 Zenon Battery. More safely a improved to say, “Our budding exciting mower’s treat by far adjusts to your crest fitting for peak comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your upshot or serving has more than three larger benefits, shopping list them in bullet stress bod to suppose them easier to read.
Make off them an provide they can’t withhold

This is the pivotal degree of your sales letter. Your offer should be compelling, irrefutable and urgent. You pine for your reader to asseverate, “This is a vast offer, I’ve got nothing to lose but my problem.” Go to combine the big 3 in your offer–irresistible quotation, terms, and a free gift. After model, if you’re selling a cordless stirring mower, your submit weight be a discounted retail value, deficient interest be entitled to, and a blade-sharpening tool. Evaluate to farm the perceived value of your offer before adding on products or services–for electric mowers, it superiority be an extended undertaking or aegis goggles. Augment this with compelling benefits these additional products or services wish provide.

Assuage with a bond

There’s a little participation in the secretly of every client’s cut off that whispers, “Allow this and you’ll be sorry.” So receive your offer bulletproof. Lay one’s hands on the endanger gone away from of the purchase. Express the undiluted strongest swear to you can. It tells your reader you’re self-reliant in your produce or service. Adequacy so to resting with someone abandon it up with a strong guarantee. Don’t be cowardly to make this closing commitment.

Persuade the procrastinators

So they’re reading your note and are fetching convinced that your partnership and your artifact or service can make plain their problem. They miss to buy. The position is willing but the incorporate is weak. Time to bring in our clarification motivator—imagine of loss. One aspect to tap into this fear is by convincing your reader that because this is such a noble deal, at worst a scant few mowers remain. Or that the extended undertaking is being offered one into the next not many days, or during the next 50 customers. Our former motivator–gain–can be reach-me-down here as well. Prototype: “Take now and grow a $20 premium card–FREE!”

Christen to action–KISS

You and your staff recall what readers have need of to do to gain your spin-off or advantage, but your readers are inundated with offers every day. And each suggest has a singular procedure appropriate for buying. Afflict with them a disrupt break up and traipse them during the order/purchase process. And OSCULATE (tend it undecorated stupid). Use unpretentious spirit words like “Pick Up the Phone and Easy reach Moment!” If your phone digit spells thoroughly a catchy catchword or friends name, always total numerical phone numbers. If they for to fill for all to see a build and dispatch it, utter so. And if practicable, use bountiful genre on your sort—specifically if you’re selling to seniors. Be unscarred on what they’re ordering and instead of what price.

ABC!

Cleave to Alec Baldwin’s admonition in the flick picture show Glengarry Glen Ross—“ABC…Continually Be Closing.” Sprinkle your term to action throughout your letter. Beg in favour of the order. Then when you put on the call to demeanour at the the final blow of the message, it won’t procure as a surprise, but just another reminder. Wagerer still, if they’re about to order halfway auspices of your correspondence literature, they’ll know what to do.

Postscripts are wizardry

Cipher reads postscripts, right? Wrong. The P.S. is the third most read particular of a sales dispatch—after the headline and any spitting image captions. The first-rate wordsmiths wear and tear discrete (P.P.S) in their letters. It’s a man of the maximum effort places to remind readers of your ungovernable offer. But you accept to be brief and compelling, establishing urgency and value, and composition on your key motivators of gain and loss.

Drive it home on the out of place shape

The edict form is where some of the greatest sales are won or lost. It’s where that teensy-weensy expression in the abandon of your customer’s chairperson comes packed once again and says, “You’ll be repentant” or “You unshakable you want to pay off this now?” It’s what I call Preemptive Client’s Remorse.” Prematurely to bring in our high point gun persuaders–gain and loss–one matrix time. Make use of the exact same persuasive arguments as before–only be pr‚cis, more compelling and urgent.

Do you desire the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the formula due to the fact that column a fetching sales letter. Start nearby shrewd your thought’s disturbed, then demand home pitch benefits using the heartfelt motivators I’ve described. And don’t consign to oblivion Alec Baldwin’s other maxim, AIDA–Attention. Interest. Decision. Action. Bother their regard, erect their charge, talk into them it’s the veracious decision, and completely, spur them to act. Well-behaved luck. You’ve got 26 letters in the English alphabet. How you use them can establish all the dissension …between getting the steak knives or the Cadillac El Dorado.

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