The way to sale or to make a sale is you need to be able to explain the problem to

the prospect better than they themselves understand it.

You shouldn’t need to take a breath in the middle of a sentence.

Be specific:
 Instead of stating, “I made over $5,000 last month”,
 say “I made $5,769.03 last month.” The second statement carries more
credibility and is more believable.

Show, Don’t Tell

Telling: I felt mentally and physically drained.
Showing: My legs barely hold up my body as I crawled onto the sofa. I tried to cry
myself to sleep but the tears came without the sleep.
Telling: I’ll never forget the way I felt when I made my first online sale. I was so
excited!
Showing: It was 2:30am. And a strange time to be checking my email. But there it
is – the notification for my first online sale. I ran upstairs and woke my wife. “I did
it! I did it!” She warned me that if I didn’t calm down, the noise would wake the
kids in the next room. But as far as I was concerned, no one in the family should be
sleeping at a time like this. I was now an official internet marketer!

The first step is to grab their attention and get them to read the first paragraph.
The first paragraph is to get them to want to read the second paragraph.

If you hold their attention, then there are THREE THINGS they’re going to do next.
They are going to…“Skim, Scroll and Scan”

The opening (of your sales message) sets the criteria for whom the letter is
intended and what they stand to gain by reading it.

Write drunk edit sober (Not literally)

 Put everything on paper then edit later
 Trim off the fat
 Spend time wordsmithing
 Keep on refining until you have it perfect

Changing Passive Voice to Active Voice

When using the passive voice, the writer inserts a form of the verb ‘to be’
(is, was, were, are) in order to draw attention to the object of the sentence, as
opposed to the subject. How to change passive voice into active: Make it clear in
 your sentence WHO is doing WHAT to WHOM. This helps your brain create an image
in your mind.
For example:
 Active voice: Joe hit Fred.
 Passive voice: Fred was hit by Joe.

Fight your addiction to glue words

Examples are: is, as, the, that, etc. Glue words are the empty spaces in your
writing that your readers have to pass through to get to the meaning. Almost all
writing can benefit from a reduction in glue words to improve clarity.
• Original: Kate was able to use the information that she had in her files and spoke
to a number of people about the problem and managed to resolve it. Glue Words:
58% – Sentence Length 28 words
• Redraft: Kate resolved the problem using her contacts and the available
information. Glue Words: 36% – Sentence Length 11 words
The road to hell is paved with adverbs
Adverbs can be useful, sometimes even indispensable. But usually, writers use
them to prop up a weak verb when a strong verb should do the job instead. Strong
verbs also create a more nuanced image for your reader: for example, “meanders”
instead of “walks slowly”; “raced” instead of “drove quickly”.

4. Vary sentence length

Some should be long and flowing; others, short and punchy.
5. De-tag your dialogue
The character’s actions or the dialogue itself action should be carrying the emotion.
Don’t depend on an adverb to make your reader feel something.
For example:
Original: “I’m not going,” John yelled angrily.
Redraft: John thumped his fist on the table. “I’m not going and that’s final.”
In the second example, John’s anger was shown, not told.
7. Cut out redundant expressions
Every word in your writing should be there for a purpose. Look at these four
examples:
She peered through the hollow tube.
He stepped out on the frozen ice.
She followed her natural instinct.
His writing was peppered with overused clichés.
In all four cases, the second to last word is unnecessary.

Get readers to take action by using active voice

One reason that active voice is more powerful is that it specifies who is doing the
action. In passive voice, the result just happens.
How do I know when a sentence is passive voice?
passive voice often uses the verb “to be.”
 In the phrase, “the button is clicked,” the word “is” gives you a clue that the
phrase is in passive voice.
 In the phrase “could be formatted,” the word “be” makes it passive.
 In the phrase “they are applied,” the word “are” makes it passive
A more complete definition is that passive voice uses a past participle. In these
examples, the past participles are clicked, formatted, and applied.
An example of passive voice without “to be” is, “The Hyperlink dialog box appears,
as shown in Figure 2.” In this case “as shown in” uses passive voice. Even For
Dummies books use that phrase!
To convert a passive sentence to active voice, figure out who is doing the acting. It
can be a pronoun, such as “you” or “I.” If software is involved, you can
anthropomorphize it, as in “When you click on the Pictures button, PowerPoint
opens the Insert Picture dialog box.”
Don’t forget that many contractions contain the verb “to be.” For example, “they’re
animated” is passive voice.
Avoid future tense
For example:
When you click the Pictures button, the Insert Picture dialog box will open.
Instead, use present tense by changing “will open” to “opens.” This makes the
writing seem more immediate, so it has a greater impact on the reader.

Alliteration is the repetition of sounds (not necessarily letters) in close proximity,

for example “big blogging bible” Alliteration is great if you’re looking for a nice
catchy title.
Rhyme is the echo of the end of words , for example “the same game” (a good
technique for creating interesting taglines)
If you need to pause for a breath mid sentence, it’s crying out for a full stop or two
to break it up. Short, snappy sentences will make your copy much more readable.
WRITE AS YOU SPEAK
Your readers want to feel like they’re hearing from a real live human, not the
Queen’s spokeperson.

Remove unnecessary qualifiers. words like

“really” and “very” don’t add anything to writing, but often take away from
it.
Avoid turning verbs into nouns. For instance, instead of saying “I had to
make a decision,” say “I had to decide.”
Maintain a single voice.
Focus specifically on the image of a single individual who fits the “typical” buyer in
your niche. Think about his or her interests. And fix yourself on his or her reasons
for wanting your product.
Write down a list of “benefits” in bullet point format that describe what your target
buyer wants from your product. Then when you write the sales letter, consistently
refer back to this list, so that you repeatedly mention benefits that your target
individual will find enticing.

Use short sentences and short paragraphs. When people browsing sites, they don’t
want to run into gigantic walls of text. They want something that is light and
readable.

Instead of writing to fill a page, think about using each word as part of a master
plan to persuade your reader. Think about how he will respond to each word,
sentence, and paragraph; a craft it with him in mind.

Use bullet points frequently. Bullet points convey a great deal of information in a
format that is scannable and enjoyable to read.

Bolding, italicizing, and highlighting allows you to tell readers what they should
scan; and, alternatively, what is not terribly important.

Subheadings allow you to divide up your sales letter into several pieces. This will
ensure that your readers are able to follow the flow; and to scan for important
information, too.

Make shocking, controversial statements—and then back them up.

10 Different Techniques for Writing a Good Headline

The best headlines often flow from formulas, rather than from
pure creativity.
1. Use psychological triggers. These are words like scientifically-proven,
shocking, explosive, secret, and free. They activate people’s minds and
generate interest in a way that other words simply cannot.
2. Keep your headline short and crisp. It should leave
readers wanting for more.
3. Keep things formulaic. Open with something like “How would you like to…” or
“Did you know that 9/10 marketers never…” Make sure that you complete
those lines in a way that is shocking or intriguing.
4. Open your headline with “Put an end to your [problem] once and for all.”
It’s succinct, clear, and gets at the heart of the matter: that the readers
have a problem and you can tell them how to solve it.
6. State the biggest benefit your product offers.
7. Write your headline in the fashion of a news headline. Eg. “California woman
finds strategy for quadrupling your organic search engine traffic every two weeks.”
8. Start your headline with “How to…”
9. Use the word “you” at least once in the headline. To draw them into the sales
letter.
10. Use large, bold, red or dark blue font for your headline. Dark blue has
been shown to put readers at easy; and often causes them to stay on the
page longer. Red, on the other hand, elevates blood pressure slightly and
pushes people to take action.

How to Use Bullet Points Correctly

Bullet points get the job done in ways that paragraphs often
cannot.
Bullet points and ordered lists provide your readers with a simple means to
capture a lot of information without having to wade through dense writing. For
instance, they can drink up an entire list of benefits.
1. Keep bullets points short. If your bullet points are actually paragraphs,
you’re doing something wrong. The goal should be to summarize, not
expand on, important benefits and features of your product.
2. Alternate between bolded and un-bolded bullet points. It makes it easier for
readers to digest each bullet point.
3. Communicate only one idea per bullet. They work best when they’re short and
succinct, so avoid long-winded, multi-sentence bullets.
4. If you have several large, dense paragraphs that contain many thoughts,
break them up into smaller blocks of bullet points. This will improve
readability and the flow of your sales letter in general.
5. Use bullet points to convert long copy into short copy.

How to Use Sub-Headings

Sub-headings allow readers to skim your sales letter for important points.
In short, making it easier for people to skim your sales letter, retain information,
and use that information to make a buying decision is vital.
1. Use a large, bold font that is smaller than your headline, but larger
than the body text.
2. State the most important benefit of the upcoming section in a sub-heading.
3. Think of the sub-headings as a road map for your readers. With this in
mind, try to convey the most important information about what’s coming up
without using too many words.
5. Try to fill your sub-headings with psychological triggers. Words like
shocking, scientifically proven, powerful, explosive, secret, hidden etc.
6. Keep sub-headings short and crisp. The goal is to make it easy
for readers to skim through your sales letter; and to make the
decision to buy.

How to Correctly Use Bolding and Highlighting

If you bold or highlight something, skimmers will see it. Just as you created sub-
headings to give skimmers a road map for getting
through your sales letter, you should also bold, italicize, and highlight to give
them additional information about your product.
1. Don’t mark up your sales letter until you have finished writing it. You
should then re-read the entire sales letter at least once; and, along the
way, figure out what items are most important.
2. In order to create a stronger effect, try to bold or highlight words at the end
of sentences.
3. Once you have done your initial mark-ups, read through the sales letter by
reading only the sub-headings and the marked-up text. If you feel like this
provides you with a sufficient amount of information to make a buying
decision, then you probably did a good job.

Replace the verb "to be" wherever possible with an active verb. EXAMPLE: "Two
MEN are outside." becomes "Two MEN linger outside."

Make the progressive verb form (-ing) active. EXAMPLE: "He is dialing the phone"
becomes "He spins the dial."

Eliminate "it" and "there" where they are used impersonally or without meaning
(keeping them only when "it" is used as a real live pronoun or "there" as an
indication of direction or place). EXAMPLES:

o "It is raining." becomes "Rain falls." Or more simply "Rain."

o "It's your turn!" becomes "Your turn!"
o "There are bottles everywhere." becomes "Bottles litter the room."
Minimize the use of adjectives and replace them with strong verbs
A NOUN is a person, place or thing
A VERB is an action word
An ADJECTIVE is a describing word
Example
Barney (<–Noun) quickly (<–Adjective) runs (<–verb) over the fence
When writing a screenplay it’s best to always write in the active and present tense.
In fact, sometimes you might not even need to write in full sentences.
Let’s look at an example. Instead of writing “Barney quickly runs next to the wall
before stopping and looking over the wall. He suddenly jumps”
Instead write:
“Barney races to the wall. Stops. Jumps.”
Try to use strong verbs instead of adjective – verb combinations. Instead of saying
“quickly runs” say “races” or instead of saying “enters through the door” say
‘barges through the door”.
Let’s take a poorly written action sequence and rewrite it to make it stronger,
clearer and more vivid.  Okay, let’s test my vocabulary…
Here is an example of how NOT to write action sequences:
“Barney quickly runs up the fire escape. He looks terrified as he nervously drops his
gun to the street below. Suddenly he hears footsteps on the ladder behind him”
Instead write:
“Barney races up the fire escape, stumbles, continues. He reaches for his gun which
slides out of his sweaty fingers to the street below as footsteps creep up from
behind.”
The key is to try to write economically while at the same time balancing that with
vivid writing. Sometimes you’ll find that adjectives will be necessary to help you
accomplish this goal.  In the above example I used the words “sweaty fingers”. In
this case it was important to use the adjective “sweaty” because that stimulates a
sensory image. As you can see, adjectives have their place in screenwriting as well.
Just try to use them sparingly and only when necessary. It’s often the case that
they can be replaced with stronger verbs.
A well-written script creates in the mind of the reader the experience of watching a
movie.
“Bob walks slowly into the barn. He looks angrily at Jim. Jim runs quickly out the
back.” Now read the sentences again. Here, adverbs are replaced by strong,
dramatic verbs. The writing is snappier and more direct: “Bob saunters into the
barn. Glares at Jim. Jim sprints out the back.”
Non-descriptive verbs, such as “walk” or “go.” Instead of saying that someone
walks slowly, isn’t it better to say that she meanders, creeps? Instead of saying
someone goes quickly, isn’t it better to say that she rushes, bolts? The right verb
beats out even the most descriptive adverb every time.
The best way to remove adverbs from your screenplay is to do a search for “ly ”
Three adverbs that you should never (ever!) use in your descriptions are “very,”
“suddenly” and “finally.” Those adverbs don't add anything to screenplay
descriptions so be sure to remove all of them.

Most scripts that I’ve read contain descriptions that use a lot of “be” verbs, “-ing”
verbs, passive verbs and a healthy dose of “there is” and “there are.”

Why use adjectives and a noun if 1 word will do the work of both? Don’t say, ‘large
house’ if ‘mansion’ says it all.

Watch out also for weak, clunky words. Overlong words like mindlessness is better
expressed as ‘carefree,’ or ‘speediness’ as ‘haste’. Shorter words will add punch to
your screenplay.

Certain words (unless expressed in speech) are better cut out, as they serve little
purpose and don’t conjure an image. Words such as lovely, wonderful, horrible and
awful are too vague. Look for a more specific word, such as warty or seamy.

Cut words that describes anything that does not pertain to the visual and auditory
senses such as citrus or scented. Look for specific words to bring vivid imagery for
the reader. Rather than say:

‘Some tough-looking men crowd around a gate having a chitchat about breaking
into a store. George and Kurt exchange money. Joe watches with an attentive
expression but seems out of his depth.’

Try for

‘Money changes hands. Kurt banters to Frank. George, a thick-set thug and Joe, a
wiry teenaged Asian in a shell-suit stand in attendance.’

Look for a more original way of describing something rather than opt for a cliché.
Rather than say, ‘he sees red,’ or ‘his face is like thunder,’ find a more unique way
of expression. Try for ‘His face contorts into a snarl.’ Remember the aim of the
writer is to conjure vivid imagery in the reader’s mind.
The 5 basic types of words are:

1. Verbs – these are doing words, words of action, such as: run, jump, smile, talk,
look, eat & sleep.

2. Adverbs – these are words that describe verbs, that “add” something to verbs,
such as: quickly, slowly, happily, gently, carefully, joyfully.

3. Nouns – these are the words used to describe names, places and things, such as:
Paul, cat, dog, London, house, bicycle, street.

4. Adjectives – these are words that describe a noun, or that “add” something to a
noun, such as: big, grey, light, complex, fine, strong, sweet, cool, noisy.

5. Fillers – these are all the other words needed to make a sentence complete, such
as: the, and, to, as, if, but, etc.

Of course, fridge magnet words might not necessarily have anything to do with
hypnosis or hypnotic processes. So you need to translate these 5 word types into
the kinds of words you would use during hypnosis.

The kinds of words that can help you create irresistible suggestions.

Knowing what the word types are, however, makes that relatively easy. Here are
some possibilities:

1. Verbs – these are the action words you use as part of your suggestions, which
would probably include words like: relax, go into hypnosis, feel good, remember,
forget, etc.

2. Adverbs – these are the presuppositions, distractions, and modifiers which

include things like: suddenly, instantly, automatically, confidently, etc.
3. Nouns – these are the nominalizations used in your hypnotic pattern, which
would include words like: happiness, resources, memories, understandings, etc.

4. Adjectives – these are the words that enhance the nouns; the qualifiers,
distracters, and hyperboles that embellish the nominalisations, such as: amazing,
awesome, powerful, exciting, etc.

5. Fillers – these are the conjunctions and linguistic bridges needed to help your
language flow smoothly from one hypnotic idea or theme to the next, including
things like: and, if, as, when, while, because, etc.