South Burlington

There is an old saying that real men don't eat quiche and really tough men can't even say it. Well, there is a theory going around that real copywriters can't spell quiche either. The truth is probably closer to that than you know. What do I mean? What am I talking about? As the great Paul Myers would say, there is a Mrs. Wombat just about everywhere you look. Who is she? I'll explain and then hopefully, you'll understand why real copywriters can't spell quiche.

Mrs Wombat, according to Paul Myers, is a person from your dark days in school who would pick apart every spelling and grammatical mistake that you would make in your essay, book report, or whatever it is you were writing. If you were a great novelist, she would rip your novel apart as well, no matter how many copies it sold. There are Mrs Wombats everywhere you look. They are like the gum on your shoes that just won't come off. However, as copywriters, what you need to understand is that the Mrs Wombats of the world don't matter when it comes to writing a sales letter.

The reason is simple. Some of the most effective sentences in sales copy are short incomplete thoughts. They get the prospect hanging on the edge of their seat waiting for the next little tidbit that's going to come out of the copywriter's mouth. It doesn't matter if the grammar is improper. All that matters is that the copy gets the job done. When you write your sales letters, THAT is what you should always keep in mind...not whether or not your grammar and punctuation is perfect but whether or not your message is getting across.

I won't bore you with all the examples of badly worded sentences that can draw the prospect in like a fly to a spider. It isn't hard to write badly. What's hard to do is write badly and actually say something. That is an art, and one that the top copywriters have perfected...down to an exact science. So when a great writer of sales copy leads into his great discovery and then informs his readers that it hit him...like a bolt of lightning. Well, leaving that phrase hanging out there like that might just drive Mrs Wombat crazy, but it will more than make an impact on the prospect reading it.

So when you write your sales letter, don't worry about what the Mrs Wombats of the world will think. Just worry about what your prospect is going to do after he gets to the end of the copy.

If he buys...you've done your job.

Want more great copywriting tips? Check out the link in my signature.

To YOUR Success,

Steven Wagenheim

Want to save $2,500 to $15,000 in copywriting costs? Want to write copy yourself that can command that kind of payday? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.