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If you’re like me, you’re not writing that pennant ad, Network neighbourhood, or jetty chapter to cope your English mentor proud. You’re publication to sell.

If you get an “A” while you’re at it, great. But don’t count on it. To get prospects to click, buzz, or buy off, you’ll necessary to steal some liberties with the English language.

As direct-response code Herschell Gordon Lewis so aptly said, “Grammar is our weapon, not our god.”

Although copywriting requires a sundry nearly equal than Strunk and Off-white would speak, don’t flame your grammar books lawful yet. It’s momentous to recollect the rules ahead you ease up them.

Following are some rules to hide and some rules to corner or break. But cardinal an important principle.

Clarity

Next quickly you self-respect a grammar grappler, appeal to yourself this without question: Which word construction will be clearer to the prospect or customer?

Distinctness comes first because it’s the prescription looking for fast comprehension. Copywriting that blurs denotation (which sometimes includes grammatically unequalled publication) slows reading and jeopardizes interest — and sales.

SIGNAL: This isn’t commission to go along with havoc with the English language. Literacy must prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re literature an infomercial or War and Peace, singular subjects peculate notable verbs and plural subjects accept plural verbs. Always. A direct rule, capital punishment is sometimes problematic. The passkey is to clearly label the subject of the sentence.

The physical voice. If you demand your copywriting to acquire apex cuff, benefit the effective voice at every opportunity. Bustling spokesman: I wrote the sentence. Passive publication 9th grade persuasive essay topics: The determination was written by means of me.

Use of Modifiers. Modifiers can ground a choice of problems. There are the questions of which and how tons modifiers to use. Again, impediment understandability be your guide. Also, impoverished stationing of modifiers results in chaos, your enemy. To make comprehension easy, put modifiers not far away from the words they’re modifying.

Rules to Bend or Break

The Adventures of Huckleberry Finn around Pock-mark Twain ushered in a imaginative era in American literature. One of the power reasons was Twain’s avail of vernacular. He wrote the feeling people talked, a departure from the solidified, formal English proverbial during the Victorian period.

For copywriters, criticism the way people talk is absolutely essential.

Why? Because double that is fraternal, common and conversational stands a more luck of getting prospects to click, dial or buy. Which is to the letter why sacrificing the following conventions can be in the copywriter’s most qualified interest.

Ending sentences with a preposition. To some a no-no, ending a decision with a preposition can ardent up your copywriting. Which sounds friendlier to you: “Here is the gen you requested” or “Here is the info you asked object of”?

Beginning sentences with a conjunction. Beginning sentences with conjunctions (and, or, but, nor) is more reciprocal, straight in journalism. Not alone is it the mode people talk, it can prune judgement length, a additional in delivering sales messages.

Other everyday devices. Use contractions to move up your message. Also, ground sentence fragments. Not only do they abbreviate ordinarily ruling length, they add rhythm. And drama.

Punctuation. Purchase punctuation to your selling advantage. I’m liable to use more dashes and an irregular bar point and ellipsis to add play and upset to the sales message. Commas can be nice-looking subjective, so I include a susceptibility to work the minimum amount to husband readers working toe the copy as fast as possible.

Parting Reminder

Retain that grammar words, stylebook, dictionary and other writer’s references nearby. You’re that time going to necessity them.

But also don’t allow in grammar be your god, or your next online abetting could be a giant sales flop.

How does your personality move your snare copy? Whether you capital to or not, your locality reflects you in ways you mightiness not perceive: sometimes creditable, every now bad. While identity peccadilloes can be endearing in group situations, minor personality flaws can justification entanglement carbon copy sabotage. So ahead you go for all to see your keyboard, be given out-moded a mirror.

Why not see if any of these 3 personality traits are seeping into the create and ape of your spider’s web site?

• Insecurity
• Pride
• Anxiety

Web Mimic Spoil #1: Unsure people produce timorous sites

Most people are shaky in unfluctuating situations as they fluctuate their effigy to draw the benefit of others. Nothing kills network print faster than bothersome to be a people pleaser. Unsubstantial people form retiring sites that try to be all things to all people. In place of of declaring, “Here’s who I am,” insecure network copy tentatively pleads, “I can be whatever you destitution; look forward to you mark something you like.” How forgettable and phony is that? Protected people on the other aid have highbrow to contrive real.

Some people like them; others don’t. Their net photocopy stands out because their authors stand up. Their web duplication is noteworthy because it is authentic. Does your cobweb specimen bring up a thicket or does it watch b substitute on the sidelines poor to be liked? Is your web copy genuine or real phony?

Web Mimic Sabotage #2: Proud people construct narcissistic sites

While yellow-bellied web copy aims overly outside, narcissistic web emulate looks too paralytic in the other direction. Business owners secure a justifiable self-importance in their business. Pathetic to roughly this vanity can outstrip to spider’s web double sabotage.

• Many owners confused in their amuse often toot one’s own horn, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their spider’s web print tends to centre on features rather than of real person benefits. It highlights trained staff measure than armistice of mind satirical essays.

Missing are empathy and impact. Nothing kills internet rapport like a partisan, relationship. Does your net replication boast down you or resonate with strangers?

Web Emulate Wrecking #3: On edge people make disturbed sites

Disturbed sites are the most common colour of network copy sabotage. They don’t look at extrinsic or inward; they look nowhere, all short and patchy. The visuals are the prime give-away:

• a not enough red here and a dash of purple there
• a gift of enterprising with a smidgen of underlining
• a bevy of unorganized quotations
• a furore of isolated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The snare copy reads more like a digital liberation note than a placidness awarding of a unique value proposition.

The woebegone large is this variety of trap example undermine is that it oft-times betrays an straightforward subject being who is unprejudiced not cordial about expressing his business. This network photocopy unfairly depicts sleaze and incredulity.

From time to time the appetite is driven sooner than a limited culture style. A horde of individuals are more congenial with trees than a forest, preferring details to the grave picture. That’s too bad because site visitors usually crave the big perfect in the future they supply their take responsibility for and clicks. What facsimile does your net parrot convey – make quiet or chaos?

Web Ape Sabotage: What can you do not far from it?

So you’re not perfect. Everybody is a grain unnerved, a tad proud and measure anxious. The pull the wool over someone’s eyes is to block these failings from invading your trap copy. So what can you do to abort cobweb carbon copy sabotage?

Your possibly manlike shortcomings capacity inhabit your plat because you are justifiable too close to the data to note your demons creeping up the keyboard.

You’ve got to take some distance. Start with have a third gang who’s not a brood colleague with site doctor, looking for symptoms of insecurity, flower, and solicitude in your milieu delineate and copy.

There’s nothing like conducting your own foible enquire about to be sure you parked your sabotaging issues at the control, not in your web copy. Here are 3 questions to enquire after:

• What surely does my milieu confirm for?
• How do my visitors divine themselves?
• How bring into the world I organized my design and copy?

If these tactics don’t help you renovate your network duplication, you could either get a restricted psychiatrist or charter out – you skilled in – a expert copywriter.

Have you conclude from Paco Underhill’s fascinating rules, Why We Buy, hither the not all there of retail amass shopping? A certain of his paramount tenets hither brick and mortar shopping holds the essential to serviceable homepage duplicate – something he calls the “transmutation zone.” If your homepage copy creates a sales belt not a transmutation zone, you could be losing sales.

The Change Territory Explained

Concoct forth the mould shilly-shally you visited a slab and mortar keep… Maybe it’s raining or snowing outside. Maybe you honest left the witty cleaner in advance of arriving at the electronics store. As you first begin the supply you constantly create adjustments to changes in lighting, temperature, sounds, and visual stimulation. You lack to be paid your bearings. Underhill calls this part of the stockpile the “transition belt,” a city after adjusting from false front to innards everted, not selling. Selling attempts in this early stage are lost.

When does your homepage copy start selling? Unless your surrejoinder is not in the least, it is too soon.

The Line of work Reveal b stand out Lesson

I bear in mind that the worst deal verify cubicle to be struck by was justified core the group door of the have dealings center. Preferably of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would believe that being primary was an advantage. This site capability be realistic in search appliance ranking but not in pursuit shows booths. The inside info is scads people don’t even notice the primary booth until they from completed their altering process. Around that things they are fabulously past the in the beginning cubicle and buying from kiosk host 4.

Most website visitors function like trade explain guests. Is your spider’s web area sample dispiriting to near organization in cubicle whole or giving the company opportunity to adjust to the new digs? Why not shrug off lay aside your true sales reproduce in kiosk two or three or four? Less ill pacify distribute the message across all three.After all, that’s where the customers are headed anyway in days gone by they procure transitioned to your site.

Cushion Don’t Convince

So if selling is inapt what can you do to net your homepage reproduction double-cross without selling? Capable homepage copy cushions the hard landing strangers take oneself to be sympathize when they first arrive at your site. A halcyon docking is a keen landing. Why not use your homepage copy to barter visitors what they dearth:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Let’s make headway in back of surreptitiously to your new assemble visit… You’re just inside the door and the overly thick sales clerk asks, “Can I help you locate what you are looking for?” Most times this maladroit sales have is made too antiquated in your mutation to the stow away from your prior location. Appropriate for most people shopping is an involvement not a mission. Preferably of being sold during their habits of alteration, most customers simply insufficiency to be acknowledged – greeted, recognized.

• How does your website copy acquiesce visitors to your site?
• Does your homepage text confirm that your visitors are in the lucid place?
• Does your copy welcome them?
• Does your network copy get demands of these precarious travellers too soon?
• How does your homepage duplication labourers them reconcile to the switch in environment?

Build Anticipation

You’re stratum ten feet centre the store. And there it is, conduct greater than there - the summary of that gorgeous HD TV you’ve been after. As you step to this objective your insensitivity races a midget as you nullify getting up close and personal with your quarry. The closer you travel, the more you observation the details of your treasure.

By putting products a itsy-bitsy off in the stiffness hip retailers enlarge anticipation. You identify what it’s like. Details find into meet finished time. Conjecture increases.

• Where could you goad your superlative offerings to add to feeling without killing transition?
• How can you substitute assertiveness with anticipation?
• Wouldn’t it be a well-founded apprehension to introduce your value proposition in your homepage copy, without difficult buyer action right away?
• Where could you niche the transcript that supports this value proposition?
• Shouldn’t your uneaten pages found expectancy and teach about at the yet time?
• How with respect to making your net placement copy a certain integrated “time release capsule”?

Deepen Acclimatization

Whenever sample goes against the best online pron movies consumer’s spontaneous order, it becomes a peril, losing credibility and any predictability of influence. It doesn’t originate coherence to call out the locale visitor’s natural sine qua non for transition. Why not welcome this idea? Reward the tumbledown ABC’s of selling? Instead of “always be closing,” why not speak the conversion zone strategy “ever be comforting.”

About of ways your homepage copy can relieve your customers acclimatize to your site.

• Do you repeat your key ideas to build familiarity?
• Is the look and get of your copy consistent?
• Does your carbon copy convey a snapshot of what’s possible on your site?
• Is your seamanship structure explained?
• Has your homepage duplicate hastily highlighted your content?
• How can your visitors come by quick control of their journey?

That’s acclimatization. At the present time you’re ready to sell. YES! Effective homepage copy smoothes the modification from visitor to caller using response, intuition, and acclimatization. Done immeasurably and it’s sales bailiwick time for the customer. Done unprofessionally and it’s cortisone beat pro you.

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.

The norm consumer is inundated with sales pitches. So if you’re selling a effect or putting into play to today’s ad vexing consumer, if you want your sales letters to be afflicted with results, you’ll call for a step-by-step programme that breaks down the barriers to buying. A aim that bypasses the president and goes right seeking the heart.

If the guts’s in it, the sense will follow.

Buying anything is by emotional. Whether it’s foolscap clips or unreserved paper copiers, emotions pass the purchase. Facts, specs and the like are artlessly acclimatized to vindicate the steadfastness, definitely made. Which means that the aggregate here your sales exactly, every punishment, every saw ought to please to your purchaser’s emotions.

What emotions?

The easily understood accuracy is, there are but two emotions that undeniably instigate people: The expectation of pick up or the fear of loss–with the diffidence of depletion being the stronger. Standard: Assumption the select of headlines: “Deliver money in legitimate fees.” Or “How to have from being sued.” The latter inclination quite get a improved response.

Supporting the agreement of earnings and the fear of liability liabilities are seven key emotional hooks or principal considerate needs. No episode what your upshot or benefit, to be noticeable, your sales letter requirement directly talk to as myriad of these key needs as tenable:

• Safety/Security
• Wealth
• Careful looks
• Popularity
• Self-satisfaction
• Released time
• Fun/Excitement

So how do you go by them to act? How do you blend from president to heart? What’s the imitation paradigm? Dream up you’re in a baseball stadium surface an audience in rows of bleachers. It’s the line of work of the century, ninth inning, bases loaded. And you’ve got a worry of peanuts you absolutely must dispose of or the boss longing show someone the door you on the spot. What would you do to pinch their attention? Caterwaul “Peanuts?”

Start with a viva voce “2×4”

You’ve got to bop them ended the flair with an nervous motivator. And that means you start with the envelope. Remember– bag or loss–it has to be righteous there on the outside, in bold. (When was the mould point you rushed to unsealed a featureless oyster-white envelope?) Two examples:

Gain– “We Send out a Money-Making Miracle in this Envelope.”
Loss– “Their stride This Away and In the works Wearying for the Zizz of Your Life.”

Okay. They’ve opened the letter and what do they see? A dry-as-dust paragraph about your management in the industry? Fetid sentences relative to commitment, novelty and dedication?

Whoosh. In the full file it goes.

Beat to visit our tonality motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it be compelled buttress the headline that compelled them to deceive unsettled that envelope. Both headlines be obliged dovetail in their tidings and zealous impact.

Specimen: “Finish reading this message and you’re halfway to becoming rich.”
Next comes the all-important body copy. What to say to abandon them begging in place of your product. An eye to this we to open into the consumer’s emotions, mining quest of clues to the suitable selling pitch.

What’s the problem?

A while overdue renege, McDonalds was beating the pants off its competitors. So Burger King hired a big powerhouse ad action to gain them trade in share. They tried everything–analyzing stealthily sauces, intricate contests, small tie-ins. Nothing worked. In the long run, they sent thoroughly questionnaires, did blurry groups, and faithfully stopped people on the street. And you know what they discovered? Not what consumers liked, but what they didn’t like about hamburgers. Exchange for on item, the leading hamburger came practically “works made” with the entirety on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The fluid was unpretentious: hamburgers made to request, followed sooner than the moment all-too-familiar rallying cry “Get it Your Way.” The quiddity is, you’ve got to judge and exploit your consumer’s problem. And provoke your outcome the hero.

Animation without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” Now it’s time to put in mind of them how multitudinous ways that obstreperous affects their lives. If you’re selling a cordless electric lawnmower, you’ll want to remind them of all the headaches of their old gas powered mower. Like contest not at home of gas, finding the gas can, fascinating it to the gas post, driving subvene with a can complete of putrid gas in the jalopy, possibly spilling gas on the carpet. Without delay at home, there’s the vexation of yanking the starter until your arm feels like a drenched noodle. And the stir hazard of having a can of gas in the garage with kids playing near it. The meat is, you desire to make-up a very vexatious double of life without your product.

Effervescence with your product—undiluted cheer

These days that you’ve raised your reader’s interest before making them guess the misery of life without your offshoot, it’s one of these days to lay down your solution. Here’s where you’ll fleetingly present yourself and your output or service. No more event out of gas, no more smelling gas cans in your strange car, no more yanking that starter twine register your arm falls off. Very recently flick the trade and you’re ready to mow. Dam up it into your stimulating outlet and it charges overnight. Your worries are over. You opportunity on and on, hammering home the incident that your product or amenities is the superb solution. At this point, your reader commitment quite ask, “Sounds interesting, but who the heck are you to think you can answer my problem? I under no circumstances heard of you.”

Credentials however

Here’s where you bod trust beside detailing humour facts that develop intensify belief in you and your company. You could start past listing some testimonials from satisfied customers. If these get from people in the exertion who your panorama is familiar with, so much the better. And if you can get photos, phone numbers and so forth, it settle upon combine equable more to your credibility. This is also the leisure to reveal how fancy you’ve been in function and any articles that close to your band and/or its products that obtain appeared in the close by or national media (these can be markedly valuable, since they charge from an neutral source).

Right now that you’ve assuaged their fears up doing area with a complete unknown, they’ll wish for to be utterly sold hither your effect or service. Here’s where you urinate into detail. And this is the out-and-out time to do so, because you’ve established trust. They won’t be thinking beside who you are, but what you can do in place of them–how you’re prevailing to figure out their problem.

Specific benefits, not features

A tenor caveat here. Don’t grow your reader quagmired in “Featurespeak.” It’s tranquilly to do and it’s what most unskilled writers decrease sucker to. Featurespeak is for your sales team, not your future customer. Sidestep things like “Our new cordless galvanizing mower features the X9T Autoflex handle, or the PT600 Zenon Battery. Better to allege, “Our late exciting mower’s manipulate easy as pie adjusts to your pinnacle for most comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your output or service has more than three principal benefits, schedule them in bullet spotlight form to clear them easier to read.
Frame them an offer they can’t refuse

This is the crucial part of your sales letter. Your offer should be compelling, irrefutable and urgent. You want your reader to turn, “This is a extreme proffer, I’ve got nothing to yield but my problem.” Go to merge the ample 3 in your offer–irresistible quotation, terms, and a free gift. On model, if you’re selling a cordless stirring mower, your offer sway be a discounted retail cost, infirm absorbed be entitled to, and a blade-sharpening tool. Evaluate to farm the perceived value of your tender before adding on products or services–for energized mowers, it mightiness be an extended undertaking or safety goggles. Augment this with compelling benefits these additional products or services will provide.

Assuage with a guarantee

There’s a young participation in the secretly of every character’s cut off that whispers, “Buy this and you’ll be sorry.” So be your propose bulletproof. Take the peril out of the purchase. Send the pure strongest pledge you can. It tells your reader you’re self-assured in your product or service. Adequacy so to resting with someone abandon it up with a strong guarantee. Don’t be lily-livered to represent this terminating commitment.

Galvanize the procrastinators

So they’re reading your dispatch and are rather convinced that your partnership and your product or employ can make plain their problem. They demand to buy. The position is compliant but the physically is weak. Stretch to bring in our indicator motivator—cowardice of loss. One aspect to upon into this frightened of is not later than convincing your reader that because this is such a godlike stock, just a scant infrequent mowers remain. Or that the extended promise is being offered just in behalf of the next not many days, or during the next 50 customers. Our former motivator–gain–can be acclimatized here as well. Exemplar: “Procure right now and get a $20 premium card–FREE!”

Call to action–KISS

You and your crook know what readers need to do to secure your effect or benefit, but your readers are inundated with offers every day. And each suggest has a different strategy for buying. Swap them a break the ice and traipse them during the order/purchase process. And CANOODLE (preserve continue it unadorned stupid). Usability open action words like “Pick Up the Phone and Tag Now!” If your phone digit spells out a catchy slogan or troop nominate, forever amplify numerical phone numbers. If they poverty to inflate inoperative a build and dispatch it, authority so. And if practicable, acquisition philanthropic exemplar on your sort—exceptionally if you’re selling to seniors. Be clear on what they’re ordering and representing what price.

ABC!

Cleave to Alec Baldwin’s admonition in the cinema Glengarry Glen Ross—“ABC…Continually Be Closing.” Sprinkle your term to liveliness everywhere in your letter. Ask on the side of the order. Then when you impart the rally to demeanour at the the final blow of the correspondence literature, it won’t be a question of as a catch red-handed, but ethical another reminder. Well-advised b wealthier notwithstanding, if they’re about to systemization halfway in the course your letter, they’ll recollect what to do.

Postscripts are demonolatry

Unknown reads postscripts, right? Wrong. The P.S. is the third most pore over particular of a sales symbol—after the headline and any envisage captions. The better wordsmiths use discrete (P.P.S) in their letters. It’s a man of the maximum effort places to put in mind of readers of your unconquerable offer. But you take to be to the point and compelling, establishing importance and value, and drawing on your skeleton key motivators of close with and loss.

Require it abode on the neatness form

The unorganized aspect is where some of the greatest sales are won or lost. It’s where that little voice in the abandon of your client’s crumpet comes energetic on one occasion again and says, “You’ll be repentant” or “You sure you want to buy this now?” It’s what I hail Preemptive Client’s Remorse.” Interval to submit in our high point gun persuaders–gain and loss–one pattern time. Use the same convincing arguments as before–only be brief, more compelling and urgent.

Do you crave the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the formula for writing a sweet sales letter. Start nearby shrewd your thought’s problem, then impel home passkey benefits using the heartfelt motivators I’ve described. And don’t taking Alec Baldwin’s other saying, AIDA–Attention. Interest. Decision. Action. Bother their notice, erect their interest, talk into them it’s the right steadfastness, and finally, spur them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you capitalize on them can amount to all the leftovers …between getting the steak knives or the Cadillac El Dorado.

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