Guidelines
for Great Copy 3
by Andrew Byrne
Write
your copy as if you were talking to just
one prospect, not all readers. This is where the copywriter has an
advantage over the face-to-face salesperson. A sales person will generally
sell one product or a line of products and services to many different
kinds of audiences. It's almost like being an actor, talking with kings
and princes, peasants and paupers, and speaking to each group so that they
understand you and, more importantly believe you. Try making a promise to
your prospect, and then prove that you can deliver what you promise. Make
that promise right away, and get to the point. If you take your time
you'll loose the attention of your prospect, be clear and direct.
(Taken
from Inside Direct Mail.)