Before you sit down to create your next ad, brochure or even website. Consider these rules:

• Simple & Direct. Know the type of person you are trying to target and talk to them. You must dismiss rules of grammar and diction in order to do this! Breaking the rules is sometimes best!
  
  
• Know your USP. USP = Unique Selling Proposition. It is a one line statement that explains how your product/service differs from the competition. This requires competitive research. You must know your USP before you can persuade anyone to accept it.
  
  
• Benefits. Write about the benefits, not the features. A feature describes the product, while a benefit explains what the product does for you. Keep asking so... new faster computer?... so you can get more work done faster... so you have more time... so more time means more calls, lunches and sales...!
  
  
• Get Rid of Objections. Have answers for the top five objections in your copy. (1) Not enough time, (2) Not enough money, (3) Won't work for me, (4) Don't Believe you, (5) Don't need it!
  
  
• Keep it interesting. Surprise with an interesting fact or quote. Spark interest with questions, bullets, subheads, quizzes. Don't be afraid of too much copy as long as you keep it interesting!
  
  
• Sell Baby Sell. Although it is difficult to push a sell, that is sometimes the purpose of the piece. Use a coupon or offer to entice a sale! Using a deadline can create a reason to redeem right away!
  
  
• Magic Words. Certain words can create powerful messages. Check out this list: announcing, breakthrough, exciting, exclusive, fantastic, fascinating, first, free, guaranteed, how-to, incredible, initial, improved, introducing, love, limited offer, new, powerful, phenomenal, revealing, revolutionary, special, successful, time-sensitive, unique, urgent, wonderful.
  
  
• Rewrite & Test! A change of just one word can increase response up to 250%. Write, Rewrite, test with sample customers and employees, and Rewrite again!