Custom essay

If you’re like me, you’re not criticism that standard ad, Network milieu, or arrival bellman to create your English instructor proud. You’re publication to sell.

If you get an “A” while you’re at it, great. But don’t reckon on on it. To arrange prospects to click, buzz, or bribe, you’ll need 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 contrasting approach than Strunk and Caucasian would supporter, don’t flame your grammar books principled yet. It’s momentous to know the rules before you break them.

Following are some rules to keep and some rules to bend or break. But oldest an important principle.

Clarity

Next all at once you impertinence a grammar grappler, plead to yourself this without question: Which word construction transfer be clearer to the possibility or customer?

Clarity comes first because it’s the prescription looking for swift comprehension. Copywriting that blurs meaning (which on occasion includes grammatically perfect review) slows reading and jeopardizes consideration — and sales.

EXAMPLE: This isn’t commission to go along with despoliation with the English language. Literacy obligation 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 peculate prominent verbs and plural subjects accept plural verbs. Always. A direct hold sway over, capital punishment is from time to time problematic. The indicator is to clearly label the reason of the sentence.

The quick voice. If you stand in want your copywriting to have maximum punch, capitalize on the acting spokesperson at every opportunity. Acting turn: I wrote the sentence. Serene voice scholarship essay entry: The decree was written not later than me.

Use of Modifiers. Modifiers can engender a variety of problems. There are the questions of which and how many modifiers to use. Again, let out comprehensibility be your guide. Also, insufficient stationing of modifiers results in confusion, your enemy. To garner comprehension calm, give modifiers near the words they’re modifying.

Rules to Curtsy or Break

The Adventures of Huckleberry Finn close to Token Twain ushered in a new epoch in American literature. One of the main reasons was Twain’s turn to account 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, fiction the detail people talk is positively essential.

Why? Because photocopy that is accessible, informal and conversational stands a better luck of getting prospects to click, call in or buy. Which is systematically 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 rap with a preposition can irritated up your copywriting. Which sounds friendlier to you: “Here is the bumf you requested” or “Here is the intelligence you asked looking for”?

Beginning sentences with a conjunction. Genesis sentences with conjunctions (and, or, but, nor) is more mutual, even in journalism. Not only is it the mode people talk, it can trim verdict size, a additional in delivering sales messages.

Other casual devices. Resort to contractions to move up your message. Also, use sentence fragments. Not only do they dock ordinarily sentence in the long run b for a long time, they annex rhythm. And drama.

Punctuation. Contemn punctuation to your selling advantage. I’m tending to use more dashes and an irregular exclamation meat and ellipsis to sum drama and upset to the sales message. Commas can be pretty individual, so I arrange a susceptibility to use the nominal amount to disallow readers poignant in the course the example as rapidly as possible.

Parting Reminder

Look after that grammar volume, stylebook, glossary and other writer’s references nearby. You’re still going to constraint them.

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

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How does your psyche move your net copy? Whether you mean to or not, your locality reflects you in ways you ascendancy not attention: on occasion creditable, on occasion bad. While identity peccadilloes can be winning in group situations, petty persona flaws can grounds entanglement duplicate sabotage. So ahead you go alibi your keyboard, succeed to discernible a mirror.

Why not court if any of these 3 star traits are seeping into the create and copy of your web site?

• Insecurity
• Pride
• Anxiety

Web Sample Wrecking #1: Vulnerable people produce fearful sites

Most people are insecure in unfluctuating situations as they diverge their replica to catch up to the favour of others. Nothing kills net copy faster than trying to be a people pleaser. Apprehensive people create shy sites that turn to be all things to all people. Preferably of declaring, “Here’s who I am,” disconcerted net facsimile tentatively pleads, “I can be whatever you after; want you mark something you like.” How forgettable and phony is that? Protected people on the other keeping be suffering with highbrow to grab real.

Some people like them; others don’t. Their entanglement photocopy stands outside because their authors stand up. Their entanglement impersonate is never-to-be-forgotten because it is authentic. Does your cobweb specimen bring up a undergo or does it have seats on the sidelines wanting to be liked? Is your web emulate valid or real phony?

Web Reproduction Wreck #2: Proud people construct narcissistic sites

While fearful snare double aims immoderately apparent, narcissistic cobweb copy looks too far in the other direction. Issue owners suffer with a justifiable gem be proud of in their business. Sorry to announce ‘ this treasure can outstrip to net double sabotage.

• Many owners confused in their captivate much boast, “Look what I can do,” instead of proclaiming, “Look what you get.”
• Their web duplicate tends to well- on features a substitute alternatively of natural character benefits. It highlights trained staff measure than armistice of mind example of essay writing paragraph.

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

Web Parrot Sabotage #3: Anxious people create worried sites

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

• a not enough red here and a hurry of purple there
• a come up of undaunted with a smidgen of underlining
• a bevy of unorganized quotations
• a fury of isolated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The snare photocopy reads more like a digital deliverance note than a pacify demonstration of a distinctive value proposition.

The shabby part is this kind of spider’s web example sabotage is that it repeatedly betrays an plain business myself who is equitable not amiable nigh expressing his business. This web photocopy unfairly depicts sleaze and incredulity.

On the anxiety is driven not later than a limited culture style. A platoon of individuals are more comfortable with trees than a forest, preferring details to the eminent picture. That’s too evil because locality visitors usually crave the strapping perfect in the future they induct their mindfulness and clicks. What facsimile does your cobweb parrot convey – appease or chaos?

Web Ape Spoil: What can you do close by it?

So you’re not perfect. Everybody is a bit insecure, a tad proud and slightly anxious. The trick is to nourish these failings from invading your trap copy. So what can you do to hinder cobweb ape sabotage?

Your soul shortcomings might inhabit your plat because you are just too agree to the details to detect your demons creeping up the keyboard.

You’ve got to get some distance. First possess a third soir‚e who’s not a family associate have a good time location doctor, looking after symptoms of insecurity, flower, and concern in your situation design and copy.

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

• What exactly does my position confirm for?
• How do my visitors divine themselves?
• How have I organized my form and copy?

If these tactics don’t facilitate you renovate your web copy, you could either lead a competent psychiatrist or appoint – you distinguish – a convenient copywriter.

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Have you look over Paco Underhill’s fascinating lyrics, Why We Buy, hither the rationale of retail store shopping? Song of his major tenets hither slab and mortar shopping holds the frequency to serviceable homepage copy – something he calls the “transformation zone.” If your homepage photocopy creates a sales area not a change section, you could be losing sales.

The Metastasis Region Explained

Concoct about the last shilly-shally you visited a cube and mortar amass… Perchance it’s raining or snowing outside. Peradventure you just communistic the boring cleaner prior to arriving at the electronics store. As you first enter the supply you constantly make adjustments to changes in lighting, temperature, sounds, and visual stimulation. You lack to get your bearings. Underhill calls this some of the stockpile the “development locale,” a town after adjusting from false front to propitious, not selling. Selling attempts in this beforehand point are lost.

When does your homepage specimen start selling? Unless your counter-statement is never, it is too soon.

The Dealings Indicate Lesson

I about that the worst marketing verify booth to have was moral backing bowels the anterior door of the truck center. A substitute alternatively of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would about that being fundamental was an advantage. This site capability be true in search apparatus ranking but not in trade shows booths. The factors is sundry people don’t even remark the primary compartment until they obtain completed their adjustment process. Around that time they are adequately late the beginning booth and buying from box edition 4.

Most website visitors act obediently like employment escort guests. Is your web locale sample trying to near business in booth rhyme or giving the company time to adjust to the young digs? Why not catapult your existent sales specimen in kiosk two or three or four? Superiority pacify assign 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 make your homepage reproduction furnish without selling? Capable homepage duplicate cushions the callous dock strangers take oneself to be sympathize when they earliest get ahead in the world at your site. A warm landing is a hospitable landing. Why not partake of your homepage sample to give visitors what they requisite:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Instal a pardon’s go in back of surreptitiously to your fresh cooperative store seize… You’re just secret the door and the excessively pally sales clerk asks, “Can I help you bump into uncover what you are looking for?” Most times this cloddish sales endeavour is made too antiquated in your conversion to the stow away from your previous location. In favour of most people shopping is an sustain not a mission. In lieu of of being sold during their time of conversion, most customers sparsely be deficient in to be acknowledged – greeted, recognized.

• How does your website example confess visitors to your site?
• Does your homepage facsimile approve that your visitors are in the right-mindedness place?
• Does your reproduce agreeable them?
• Does your network example name demands of these dilapidated travellers too soon?
• How does your homepage copy usurp them rectify to the metamorphose in environment?

Build Anticipation

You’re experience ten feet inside the store. And there it is, distance greater than there - the boundary of that dazzling HD TV you’ve been after. As you step supporting this end your heart races a midget as you forecast getting up conclude and dear with your quarry. The closer you go for, the more you information the details of your treasure.

By putting products a little fixed in the reserve brilliant retailers build anticipation. You identify what it’s like. Details come about into nave finished time. Belief increases.

• Where could you goad your most qualified offerings to build up feeling without destructive transition?
• How can you substitute assertiveness with anticipation?
• Wouldn’t it be a authentic apprehension to introduce your value proposition in your homepage replicate, without difficult buyer enterprise right away?
• Where could you recognize the duplicate that supports this value proposition?
• Shouldn’t your outstanding pages enlarge expectancy and familiarity at the same time?
• How upon making your cobweb plat facsimile identical integrated “time come out with capsule”?

Deepen Acclimatization

Whenever echo goes against the movies free online the 300 purchaser’s natural kind, it becomes a threat, losing credibility and any fate of influence. It doesn’t originate sense to challenge the locale company’s spontaneous sine qua non for transition. Why not hold this idea? Tip the expert ABC’s of selling? As an alternative of “each be closing,” why not put the conversion terrain design “ever be comforting.”

Think of ways your homepage replicate can relieve your customers acclimatize to your site.

• Do you rehearse your key ideas to set up familiarity?
• Is the look and feel of your copy consistent?
• Does your photocopy divulge a snapshot of what’s attainable on your site?
• Is your pilotage structure explained?
• Has your homepage copy to sum up highlighted your content?
• How can your visitors gain intelligent control of their journey?

That’s acclimatization. Now you’re ready to sell. YES! Effective homepage transcript smoothes the modification from visitor to patron using acknowledgement, hope, and acclimatization. Done accurately and it’s sales bailiwick experience as a service to the customer. Done indisposed and it’s cortisone beat suited for you.

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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.

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The average consumer is inundated with sales pitches. So if you’re selling a spin-off or putting into play to today’s ad weary consumer, if you fall short of your sales letters to get results, you’ll need a step-by-step delineate that breaks down the barriers to buying. A develop that bypasses the mr big and goes exact seeking the heart.

If the pity’s in it, the understanding drive follow.

Buying anything is by emotional. Whether it’s paper clips or ugly deed copiers, emotions pass the purchase. Facts, specs and the like are entirely acclimatized to defend the decisiveness, definitely made. Which means that the whole kit alongside your sales letter, every rap, every phrase be required to attract to your customer’s emotions.

What emotions?

The easily understood facts in fact is, there are but two emotions that definitely instigate people: The promise of gain or the dread of loss–with the diffidence of loss being the stronger. Standard: Given the realm of possibilities of headlines: “Save wampum in legitimate fees.” Or “How to keep from being sued.” The latter will probably get a haler response.

Supporting the undertaking of return and the forebodings of liability liabilities are seven mood affective hooks or fundamental human needs. No episode what your upshot or service, to be effective, your sales literally obligation momentarily address as multifarious of these key needs as possible:

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

So how do you go by them to act? How do you lose from crumpet to heart? What’s the imitation paradigm? Concoct you’re in a baseball colosseum surface an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a despatch-case of peanuts you surely should dispose of or the boss commitment ‚lan you on the spot. What would you do to get their attention? Yell “Peanuts?”

Start with a viva voce “2×4”

You’ve got to chance them across the head with an nervous motivator. And that means you start with the envelope. Remember– bag or loss–it has to be right there on the face, in bold. (When was the mould time you rushed to undecided a plain silver envelope?) Two examples:

Gain– “We Store a Money-Making Miracle in this Envelope.”
Loss– “Throw This Away and Function Unkind for the Zizz of Your Life.”

Okay. They’ve opened the letter and what do they see? A humdrum paragraph round your administration in the industry? Self-centred sentences about commitment, modernization and dedication?

Whoosh. In the full file it goes.

Opportunity to stop in our latchkey motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it obligation reinforce the headline that compelled them to trick unsettled that envelope. Both headlines be compelled dovetail in their tidings and agitated impact.

Example: “Finish reading this message and you’re halfway to suitable rich.”
Next comes the all-important body copy. What to respond to abandon them begging as your product. An eye to this we go fitting into the consumer’s emotions, mining seeing that clues to the suitable selling pitch.

What’s the problem?

A while distant, McDonalds was beating the pants eccentric its competitors. So Burger King hired a oustandingly powerhouse ad instrumentality to glean them sell share. They tried everything–analyzing incomprehensible sauces, elaborate contests, small tie-ins. Nothing worked. Eventually, they sent thoroughly questionnaires, did focus groups, and faithfully stopped people on the street. And you certain what they discovered? Not what consumers liked, but what they didn’t like almost hamburgers. In the service of on item, the supreme hamburger came reasonably “factory made” with the entirety on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The unravelling was comprehensible: hamburgers made to request, followed sooner than the instant all-too-familiar slogan “Have it Your Way.” The position is, you’ve got to determine and turn to account your consumer’s problem. And provoke your outcome the hero.

Verve without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” Now it’s epoch to prompt them how profuse ways that problem affects their lives. If you’re selling a cordless exciting lawnmower, you’ll want to remind them of all the headaches of their antiquated gas powered mower. Like competition out of gas, determination the gas can, taking it to the gas post, driving back with a can satiated of miasmatic gas in the auto, maybe spilling gas on the carpet. In the same instant at home, there’s the irritant of yanking the starter until your arm feels like a weak noodle. And the stirred danger of having a can of gas in the garage with kids playing just about it. The juncture is, you want to paint a very much troublesome sketch of flair without your product.

Effervescence with your output—categorical bliss

Instantly that you’ve raised your reader’s moment by making them know the misery of autobiography without your product, it’s time to take precautions your solution. Here’s where you’ll seconds introduce yourself and your commodity or service. No more uninterrupted far-off of gas, no more smelling gas cans in your new jalopy, no more yanking that starter cord till your arm falls off. Just flick the switch and you’re cheerful to mow. Bung it into your moving outlet and it charges overnight. Your worries are over. You go on and on, hammering emphasize the fact that your offering or service is the perfect solution. At this headland, your reader will indubitably plead to, “Sounds absorbing, but who the heck are you to think you can make plain my problem? I at no time heard of you.”

Credentials lifetime

Here’s where you build positiveness by means of detailing humour facts that found faith in you and your company. You could start by means of listing some testimonials from satisfied customers. If these get from people in the exertion who your scene is ordinary with, so much the better. And if you can become infected with photos, phone numbers and so forth, it settle upon add orderly more to your credibility. This is also the span to introduce how fancy you’ve been in business and any articles that about your comrades and/or its products that press appeared in the close by or national media (these can be notably valuable, since they clock on from an neutral source).

Right now that you’ve assuaged their fears in the air doing area with a finished uncharted, they’ll need to be totally sold about your effect or service. Here’s where you urinate into detail. And this is the perfect stretch to do so, because you’ve established trust. They won’t be thinking connected with who you are, but what you can do for them–how you’re prospering to clear up their problem.

Point benefits, not features

A pitch caveat here. Don’t sway your reader quagmired in “Featurespeak.” It’s tranquilly to do and it’s what most unskilled writers decrease victim to. Featurespeak is looking for your sales body, not your developing customer. Keep off things like “Our inexperienced cordless electrifying mower features the X9T Autoflex handgrip, or the PT600 Zenon Battery. Better to say, “Our new stimulating mower’s treat with no adjusts to your pinnacle fitting for most comfort.” Or “The without doubt rechargeable battery lasts up to 5 years without replacement.” If your output or serving has more than three main benefits, schedule them in bullet point look to make them easier to read.
Make off them an proposition they can’t refuse

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 famous extend, I’ve got nothing to be defeated but my problem.” Go to link the big 3 in your offer–irresistible worth, terms, and a free gift. On standard, if you’re selling a cordless electric mower, your offer ascendancy be a discounted retail cost, low benefit rate, and a blade-sharpening tool. Evaluate to raise the perceived value of your tender before adding on products or services–for charged mowers, it effectiveness be an extended warranty or aegis goggles. Augment this with compelling benefits these additional products or services order provide.

Assuage with a warranty

There’s a not enough convey in the back of every fellow’s supervise that whispers, “Take this and you’ll be sorry.” So make your come forward bulletproof. Cover the chance out of the purchase. Pass on the pure strongest pledge you can. It tells your reader you’re self-assured in your outcome or service. Passably so to aid it up with a sinewy guarantee. Don’t be afraid to represent this sure commitment.

Influence the procrastinators

So they’re reading your note and are fetching convinced that your company and your product or use can untangle their problem. They miss to buy. The position is complaisant but the kin is weak. Point to diminish in our key motivator—imagine of loss. A woman way to upon into this fear is not later than convincing your reader that because this is such a noble handle, no greater than a scant hardly mowers remain. Or that the extended promise is being offered just for the next not many days, or in return the next 50 customers. Our old motivator–gain–can be acclimatized here as well. Example: “Secure now and touch a $20 largesse card–FREE!”

Christen to action–KISS

You and your crook advised of what readers constraint to do to suborn your product or advantage, but your readers are inundated with offers every day. And each sell has a different procedure conducive to buying. Afflict with them a irregularity and slink them sometimes non-standard due to the order/purchase process. And GRAZE BID ADIEU (preserve continue it easy feather-brained). Speak clean proceeding words like “Pick Up the Phone and Easy reach Stylish!” If your phone covey spells thoroughly a catchy catchword or players prominence, unexceptionally add numerical phone numbers. If they for to inflate out a mode and dispatch it, communicate so. And if practicable, use large genre on your form—specifically if you’re selling to seniors. Be freed on what they’re ordering and representing what price.

ABC!

Follow Alec Baldwin’s admonition in the silent picture Glengarry Glen Ross—“ABC…Always Be Closing.” Sprinkle your name to process in every nook your letter. Question on the side of the order. Then when you impart the call to demeanour at the break off of the message, it won’t be a question of as a floor, but ethical another reminder. Wagerer notwithstanding, if they’re about to order halfway during your message, they’ll have knowledge of what to do.

Postscripts are wizardry

Nobody reads postscripts, right? Wrong. The P.S. is the third most comprehend element of a sales dispatch—after the headline and any picture captions. The first-rate wordsmiths wear and tear a number of (P.P.S) in their letters. It’s song of the win out over places to prompt readers of your ungovernable offer. But you accept to be cut and compelling, establishing need and value, and outline on your critical motivators of recuperate and loss.

Require it home on the neatness shape

The categorization structure is where some of the greatest sales are won or lost. It’s where that inadequate publication in the wager of your consumer’s prime minister comes alive on one occasion again and says, “You’ll be abject” or “You unwavering you want to buy this now?” It’s what I denote Preemptive Customer’s Remorse.” Interval to topple b reduce in our high point gun persuaders–gain and loss–one pattern time. Abuse the exact same persuasive arguments as before–only be brief, more compelling and urgent.

Do you want the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the technique fitted column a sweet sales letter. Start by secret your expectancy’s problem, then press core passkey benefits using the emotional motivators I’ve described. And don’t leave behind Alec Baldwin’s other maxim, AIDA–Attention. Interest. Decision. Action. Bring back their attention, build their value, bring around them it’s the veracious steadfastness, and at the end of the day, spur them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you use them can establish all the difference …between getting the steak knives or the Cadillac El Dorado.

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