Copy Tricks that Break the Rules

by Dean Rieck

Mark Twain once said, "The difference between the almost right word and the right word ... [is] the difference between the lightning bug and the lightning."

Unfortunately, most of us were taught by a series of grammar hounds who were less inspired than my esteemed cousin Mr. Twain. And if I have learned anything in this business, it's that it's better to be effective than correct.

So with humble apologies to my well-meaning instructors, I hereby reveal a few rule-breaking tricks of the trade. Used wisely, they can help transform your sales copy from a dull glow into a brilliant flash.

Copyright © 2000 Dean Rieck. All Rights Reserved.
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