"Un-Sexy" Copywriting Secret Taught In High School English Class Can Make You A Ton Of Money
By: Ben Settle
If you'd like to know a way that's all but guaranteed to increase the response of all your ads and sales letters, then this will be one of the most important articles you ever read.
Before I reveal the secret, let me just say, there is nothing "sexy" about it. In fact, you may even find it boring.
But if you learn this simple secret and, even more importantly, use it in your copy...you'll find it to be extremely powerful.
Anyway, here's the "secret": Scrap all passive sentences.
Overkill, you say?
I don't think so.
This is one of the few lessons you can learn in English 101 that will actually help make you money.
In case you were sick the day they taught this in school, here's an example of a passive sentence:
"Johnny had his teeth kicked in by Billy."
That's a passive, very weak way of getting the idea across. Instead, you want to make it more action oriented and tight, like this:
"Billy kicked in Johnny's teeth."
A small difference, you say?
I don't thing so. Because remember, your copy has to be a quick and easy read. Reading your sales message should be like jumping on a slippery slide with no stops, bumps or stalls whatsoever during the entire reading process.
In fact, people shouldn't even be aware they are reading something. It has to be readily absorbed by the mind without a bump or a bobble.
And passive sentences make ideas and thoughts "longer." They are harder to assimilate into the brain and they make reading much slower.
And so, if you simply convert all of your passive sentences to action sentences, you'll go a long way towards making your ads more likely to be read and thus, responded to.
About The Author:
Ben Settle is one of the few direct response copywriters in the world who really puts his money where his mouth is - structuring his deals so he gets paid only from the results of the sales - and not on any up-front fees. Although Ben is not currently accepting new clients, he freely shares his ideas and tactics on his blog at: http://bensettle.com