It will help your reader vicariously experience the wonderful benefits of owning your product or service. Like this: “And, just wait till you step into that warm inviting jacuzzi that comes with every apartment. Man oh man! The feel of that soothing bubbling water against your bare skin is just plain heaven.” “You’ve heard of the expression about how you won’t believe your eyes? Well, this one time you won’t believe your eyes. No kidding. The delightful aroma of these charcoal broiled steaks will remind you how good it feels to be genuinely hungry” “Wow! When I first felt her … Continue reading Paint a very detailed, very inviting picture. Feed their imagination with “word-pictures”

What happens when you read your copy out loud is that you will verbally stumble over all the places that are not smooth. Then, of course, what you do is rewrite the rough spots and read the copy out loud again. And, what you do, is you keep repeating this process till your copy is completely smooth and you can read it without stumbling at all. You see, advertising writing needs to be the best writing of all. It needs to flow from start to finish without a bump or a bubble. -The Boron Letters, Chapter 22, Gary Halbert Continue reading Always read your copy outloud