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My Favorite Errors to Correct (Don’t make these mistakes, and your writing will rise above most other writing.) Part 2
by: Lisa J. Lehr

Negotiables: These are rules that the experts largely agree can be broken to good effect. In formal writing (such as a doctoral dissertation), the strict rules would still apply. But in informal writing, such as writing an autobiography, looser rules are acceptable.

Split infinitives: An infinitive is the basic verb form (to be, to do, etc.). “To boldly go where no man has gone before” may not sound as good as “To go boldly where no man….” Yet, many times, there simply is no other good place to put an adverb but in the middle of the infinitive. Don’t contort your sentences just to avoid splitting an infinitive.

Ending a sentence with a preposition: Prepositions are those little words such as in, on, to, for, with, by. The first step is to make sure you really need the preposition. In rise up, enter into, chase after, continue on (and others), the verbs all function without any preposition. Also, if you can attach the preposition to a verb, do so. Example: “I’m going to pick up the kids” sounds better than “I’m going to pick the kids up.” On the other hand, sometimes there is no other good place to put the preposition but at the end. (How else would you say, “It’s freezing in here because the air conditioning is on!”?) Don’t contort your sentences just to avoid ending with a preposition.

Fragments: A complete sentence requires both a subject and a verb; if one or the other is missing, it’s a fragment. Fragments can easily confuse a reader. On the other hand, if it’s brief, such as “Indeed.” “Perhaps.” “No problem.” “Probably not.” …it will be understood, and adding enough words to make a complete sentence can make it too wordy. Or, if the fragments follow a pattern, such as, “All of the kids in my neighborhood grew up to be successful professionals. Doctors. Lawyers. Airline pilots. Entrepreneurs.” Or “He walked away, and she never saw him again. Until today.” …again, it will be easily understood. Use fragments with care, and they can be effective.

Beginning with a conjunction: We used to avoid starting sentences with But, And, So. You could substitute Therefore, However, In addition. But those are all bigger words. And the little ones work fine. So go ahead and do it.

Beginning with “However”: This one is a little different. Most experts agree that we shouldn’t, in sentences such as, “I had a good time. However, the movie was too long.”

Instead, say either, “I had a good time; however, the movie was too long,” or “I had a good time. The movie was too long, however.” Usually, you can find a place to put however other than at the beginning.

In sentences such as, “However much we hurry, we will still be late,” you would put however at the beginning. The clue is whether or not however is followed by a comma.

“Hopefully”: Though exceedingly common, this is not a good word to use when you mean, “I hope….”, “It is hoped….”, “With a bit of luck….” or something like that. Hopefully does have its place, as in, “I ran hopefully to answer the door, wanting it to be my son, home safe and sound.”

“He”/ “she”/ “they”: This one won’t come up much in autobiographical writing, because you will probably remember the gender identities of the people in your life. But in other kinds of writing, you will have to decide.

Traditionally, when gender was unknown, we said he. A few decades ago, someone decided that’s sexist, and we must say he/she. This can be cumbersome if we must continue with his/her, him/her, and so on. So someone suggested we use the neutral they, but I personally think this sounds lame when we are talking about an individual.

I think the best rule is, if you know the gender, say it. If it doesn’t matter, choose one. If you have more than one person in your narrative, alternate genders—the teacher is she, the student is he, and so on.

Latin vs. Anglo-Saxon: We used to be told not to use Latin-based words when we can use Anglo-Saxon equivalents. That’s no longer the case (and thankfully so, because I prefer Latin). Avoid, shun, and eschew mean essentially the same thing. The origins are Latin, Anglo-Saxon, and French, respectively. Most people would choose avoid. But if you prefer the sound of one of the others, by all means, use it.

Technique: Following are some things that are generally accepted as “best.” They are neither “right” nor “wrong”; some probably would not be used in formal writing, but can help informal writing be more effective.

Dynamic verbs are better than static verbs. Static verbs include all forms of “to be,” and all verbs that function the same way (to look, sound, feel, taste, smell, seem, etc.). Example: “He was really tall” is not as good as “He towered over everyone else.” Reminder: static verbs are modified by adjectives, while dynamic verbs are modified by adverbs. Example: “His behavior was bad”; “He behaved badly.” Do not say, “I felt badly” unless you mean you were clumsy in the way you touched something.

Active verbs are better than passive verbs. Example: “Everyone enjoyed the concert” is better than “The concert was enjoyed by everyone.”

Verbs are the strongest part of speech, followed by nouns, then adjectives; adverbs are the weakest. If you can find a good verb, you don’t even need an adverb.

Avoid weak modifiers such as very, really, extremely. In the example above, if you say he “towered,” you don’t need any modifier.

“There is,” “there are,” “there was,” and “there were” are weak construction. Example: A River Runs Through It is a much better title than There’s a River in It.

Redundancy vs. repetition: Redundancy is when you use the same word, the same expression, the same construction too often, to a boring effect. Repetition is when you do so intentionally to make a point. The first is bad, the second good.

Leave out “and” in a long list. Example: “Our farm had every imaginable kind of domestic animal—horses, cows, sheep, goats, pigs, ducks, geese, even a tame squirrel.” See how the missing and suggests the list could go on longer.

Ellipsis: In this context, it means a missing word or words that do not cause confusion because a pattern has been established. Example: “My oldest child is sixteen; my youngest, nine.” Is has been left out of the second clause, but you understand it’s implied.

Cliches and metaphors: Don’t use cliches. Most began as meaningful metaphors but have been so overused they’re no good any more.

Don’t use metaphors unless you know the original meaning. For example, if you say, “tow the line” (instead of “toe the line”) or “a long road to hoe” (instead of “a long row to hoe”), you will sound ridiculous to readers who know better. Good metaphors can be very effective in giving flavor to a time and place. Use metaphors carefully.

Bibliography

Writing Basics

The Elements of Style, William Strunk Jr. and E.B. White (indispensable!)

The Essential Writer’s Companion

Keys to Great Writing, Stephen Wilbers (more in-depth than Elements of Style)

Sin and Syntax, Constance Hale (also more in-depth)

On Writing Well—The Classic Guide to Writing Nonfiction, William Zinsser

The Craft of Writing, William Sloane

Choose the Right Word, S.I. Hayakawa (far more detailed than Roget’s Thesaurus)

The New Fowler’s Modern English Usage, R.W. Burchfield (very helpful even if you

have a good dictionary)

A note about thesauruses—print versions are generally thought to be better than the ones

included in computer programs

Life Story Writing

How to Write the Story of Your Life, Frank P. Thomas (full of wonderful ideas and

memory joggers)

Turning Your Life Into Fiction, Robin Hemley (helpful for deciding what’s important and

how to tie it together, even if you’re not planning to turn your life into fiction)

Unlocking the Secrets of Your Childhood Memories, Dr. Kevin Leman and Randy

Carlson (wonderful for helping us find out who we are through recalling our early memories)

Writer’s Digest, February 1999 issue (available from Writer’s Digest, Back Issues, 1507

Dana Ave., Cincinnati, OH 45207; 1-800-289-0963; $3.50 each)

Anything published by Turning Memories Into Memoirs ™ www.turningmemories.com

Please see my related article, “My Favorite Expert Advice on Writing the Stories of Our Lives, Gleaned From My Favorite Books on the Subject.” Happy writing!

About The Author

Lisa J. Lehr is a freelance writer and editor with a specialty in business and marketing communications. She holds a biology degree and has worked in a variety of fields, including the pharmaceutical industry and teaching, and has a related interest in personal history. She is also a graduate of American Writers and Artists Institute (AWAI), America’s leading course on copywriting. Contact Lisa J. Lehr Copywriting www.ljlcopywriting.com, Lisa@ljlcopywriting.com for help with your writing needs.

This article ©Lisa J. Lehr 2005.

This article was posted on December 15, 2005

 



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Writing The Perfect Sales Letter
 by: David Hennebery

Before you actually write the e-book we are going to write the sales letter first. Now I suggest you write it in Microsoft Word and save it. Then we can transfer it to the main “Sales site Page” when we are designing our basic site in step 5

The main reason we are writing our sales copy before we ever write a word in our e-Book is because it hasn’t actually being created yet, which means there is absolutely no limit what you can write in your sales letter. The sales letter doesn’t fit the e-Book; it’s the other way around.

Now you can describe exactly what your e-Book will show to the potential customer. There are no restrictions on what you can write in the sales letter. When the sales letter is completed you can then incorporate all the ideas you have come up with into your e-Book

Your sales copy must do the following three things

• Get the attention of the prospects
• Communicate the benefits of the product
• Persuade the prospects into the desired action

Remember the most important part of your page design is your actual sales copy. A fancy website and graphics help but the key is in the words used

Sales letter Structure

• Header/Title
• Promises
• Testimonial
• Info product
• Benefit
• Bonuses
• Guarantee
• Summary

This is the structure that you should use for your sales copy. If you check out the best sales letter they will all follow this formula?

Header

The main function of the header/title is to grab the reader’s attention. The header should be displayed in a large, bold font. This demands your potential customer’s attention and intrigues them to read further on. Include your logo or e-Book cover (discussed later on) close to the header. If you header is not well designed you run the risk of losing the potential customer straight away. Spend time creating your header.

A Promise

This section promises the potential customer a huge benefit which is almost too good to be true. It’s ok if it’s a bit too unbelievable the testimonials will take care of that. Here is an example of such a headline

Discover how my 5 step affiliate programme can increase your income by 10,000 a month

Testimonials

In this section you include testimonials that old/new customers have sent you about your product or service. You probably don’t have any customers yet so email some potential ones your e-book for free in exchange for a testimonial. When you do start selling you can always ask a new customer for one.

Now the testimonials page has assured the potential customer that you can fulfil the promises you made in your header also you have gained a bit of trust from your potential customers so anything else you say that follows the testimonials page will be taken as true. This is the reason why the testimonial is placed at the top to gain trust right away where if it was placed at the bottom after presenting some good sales copy it may be already too late.

Info and product

In this section you will give info on what your product or service is about. You should show your customers a list of problems in this area. Agree with the customers, on how frustrating these problems can be and how you, yourself dealt with these problems. The key is to show the person that you have a deep understanding in this area and you are an expert on the subject. That is very important.

Next you must introduce your product as the solution to the problem. Then you must have a proper e-Book cover design. This is crucial. Many people have never purchased an e-book so you must give them some idea what exactly they will be purchasing

Benefit

This section is basically telling your potential customer of the benefits they will receive from purchasing your product. Show your potential customers the enjoyment they will get from using the product. Give them as much information on your product as you can. Use bullet points to emphasize the benefits. Put in another testimonial just to remind the person that it’s all true. Keeping their trust is highly important.

Bonuses

This is a powerful tactic used to increase sales. Including free bonuses with the purchase of your e-Book will increase the perceived value of the e-Book. Also a deadline on bonuses is also a good way to speed up consumer purchases. Bonuses also reduce the risk of money back returns

Guarantee

Offering a guarantee to your potential customers takes the risk off their shoulders. A good guarantee is the final bit in the jigsaw that will make the person finally purchase the product. The agreement is such that if the customer is not happy with their purchases then can get a full refund. You must remember that lots of your potential customers will be “first timers” therefore a guarantee puts their minds at ease. Guarantees can be 30 day, 60 day, or lifetime; however such guarantees must be backed up with an exceptional product.

Summary

This is one of the most important steps in the sales letter; this is where you close the sale. In this section you must include your most appealing benefit and finally ask for the order, because if you don’t they wont. Finally make it easier for them to order like an “order now” button shown below.

At this stage you should start to write your sales letter in Microsoft word we will concentrate on the html design and implementing the sales letter in it in section six but for now just concern yourself with writing your sales letter. To help you here are some of the web’s top e-book publishers sales sites. You can check out my own sales page at http://www.ebookprofitmaker.com

Sales Letter generator

Ok ill now offer you an alternative to writing the sales page yourself. Only use this if you are willing to spend some money. You may want to check out this piece of software that actually writes the sales letter for you. All you do is answer the questions it asks and you will receive your sales letter. You can find this software at sales generator here

Credit card Transactions

Finally you will need to find a credit card processor later on so your e-Books can be ordered. The one I seriously recommend is Clickbank. Ill go into them in more detail in section 6 but for now I want you to know that all these company’s, including Clickbank, have a set of rules that you must abide by to use their software. Don’t panic ill go through these rules now. Basically it involves putting a certain amount of details in your sales letter and product delivery page so you can be accepted by your credit transaction company. So here they are:

You must provide on your sales page:

• Detailed description of your product
• Buy now link
• Explain how the product will be delivered
• Mention how long the delivery will take

* remember theses are rules not suggestions

So that is everything you need to know on how to write your sales letter, hers a quick summary

We need to:

• Write the sales letter before the e-Book
• Sales letter structure must have , header, promise, Testimonial, info and product, benefit, bonuses, guarantee and summary
• You can have your sales letter made by Sales letter generator
• Certain set of rules should be included in the sales letter for the purpose of the credit card transaction company



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