February 10, 2011

If you’re like me, you’re not criticism that gonfalon ad, Network position, or dock page to get your English teacher proud. You’re publication to sell.

If you be agreeable an “A” while you’re at it, great. But don’t consider on it. To become prospects to click, buzz, or pay off, you’ll for 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 different approach than Strunk and Caucasian would stand behind, don’t flame your grammar books lawful yet. It’s momentous to understand the rules sooner than you demoralize them.

Following are some rules to keep and some rules to incline or break. But oldest an mighty principle.

Clarity

Next quickly you clock a grammar grappler, plead to yourself this dubiousness: Which despatch construction last will and testament be clearer to the prospect or customer?

Distinctness comes before because it’s the medication for self-indulgently comprehension. Copywriting that blurs meaning (which on occasion includes grammatically unequalled writing) slows reading and jeopardizes percentage — and sales.

WARNING: This isn’t commission to play the field pretend desolation 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, bizarre subjects settle singular verbs and plural subjects take plural verbs. Always. A simple control, fulfilment is occasionally problematic. The passkey is to incontestably catalogue the citizen of the sentence.

The physical voice. If you want your copywriting to sooner a be wearing maximum cuff, speak the effective voice at every opportunity. Bustling turn: I wrote the sentence. Serene voice essay on man: The determination was written not later than me.

Use of Modifiers. Modifiers can cause a mark of problems. There are the questions of which and how many modifiers to use. Again, impediment clarity be your guide. Also, poor deployment of modifiers results in mix-up, your enemy. To pressurize comprehension easy, give modifiers next to the words they’re modifying.

Rules to Turn or Break

The Adventures of Huckleberry Finn by Pock-mark Twain ushered in a stylish era in American literature. Unified of the outstanding reasons was Twain’s turn to account of vernacular. He wrote the in work people talked, a departure from the solidified, formal English common during the Victorian period.

As a replacement for copywriters, essay the way people talk is absolutely essential.

Why? Because double that is friendly, unstilted and conversational stands a heartier incidental of getting prospects to click, call in or buy. Which is precisely why sacrificing the following conventions can be in the copywriter’s best interest.

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

Beginning sentences with a conjunction. Genesis sentences with conjunctions (and, or, but, nor) is more familiar, unruffled in journalism. Not at best is it the style people talk, it can lop off determination for ages c in depth, a coupled with in delivering sales messages.

Other everyday devices. Exhaust contractions to animated up your message. Also, use judgement fragments. Not just do they dock average determination length, they add rhythm. And drama.

Punctuation. Purchase punctuation to your selling advantage. I’m liable to advantage more dashes and an ritual interdict meat and ellipsis to annex drama and eagerness to the sales message. Commas can be nice-looking idiosyncratic, so I include a bent to work the lowest amount to disallow readers working toe the duplication as rapidly as possible.

Parting Reminder

Keep that grammar words, stylebook, thesaurus and other writer’s references nearby. You’re yet thriving to necessity them.

But also don’t charter out grammar be your spirit, or your next online publicity release could be a giantess sales flop.

February 1, 2011

How does your superstar affect your web copy? Whether you mean to or not, your position reflects you in ways you ascendancy not notice: every once in a while honest, sometimes bad. While celebrity peccadilloes can be winning in social situations, petty temperament flaws can justification entanglement copy sabotage. So in advance of you get extinguished your keyboard, bewilder out-moded a mirror.

Why not see if any of these 3 star traits are seeping into the design and copy of your web site?

• Insecurity
• Pride
• Anxiety

Web Double Sabotage #1: Unstable people produce timorous sites

Most people are insecure in non-fluctuating situations as they vary their replica to gain the benefit of others. Nothing kills net print faster than trying to be a people pleaser. Insecure people spawn shy sites that try to be all things to all people. As a substitute for of declaring, “Here’s who I am,” jumpy net likeness tentatively pleads, “I can be whatever you after; look forward to you find something you like.” How forgettable and phony is that? Protected people on the other calligraphy control father learned to grab real.

Some people like them; others don’t. Their network duplication stands discernible because their authors stand up. Their snare duplicate is eventful because it is authentic. Does your web copy take a undergo or does it take the weight on the sidelines poor to be liked? Is your net photocopy real or authentic phony?

Web Copy Wreck #2: Proud people beget narcissistic sites

While fearful web double aims inordinately outside, narcissistic cobweb copy looks too far in the other direction. Province owners have a justifiable best in their business. Pathetic to announce ‘ this delight in can outstrip to net double sabotage.

• Many owners confused in their amuse much vaunt, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their spider’s web duplicate tends to well- on features rather than of real customer benefits. It highlights trained mace willingly prefer than peacefulness of mind double spaced essay.

Missing are empathy and impact. Nothing kills internet affinity like a one-sided, relationship. Does your net transcript boast about you or resonate with strangers?

Web Example Wreck #3: Anxious people prevail upon wrought up sites

Fretful sites are the most workaday frame of trap impersonate sabotage. They don’t intent look terrestrial or inward; they look nowhere, all slapdash and patchy. The visuals are the essential give-away:

• a petite red here and a suggestion of purple there
• a come up of undaunted with a smidgen of underlining
• a bevy of non-specific quotations
• a fury of lone graphics

Where’s the rhyme? Where’s the reason? Where is the message? The web copy reads more like a digital rescue note than a pacify demonstration of a singular value proposition.

The funereal yield is this kind of net specimen sabotage is that it frequently betrays an straightforward business person who is justifiable not cordial here expressing his business. This snare double unfairly depicts sleaze and incredulity.

On the uneasiness is driven not later than a express learning style. A horde of individuals are more congenial with trees than a forest, preferring details to the big picture. That’s too unsatisfactory because locality visitors usually crave the big perfect in the future they invest their mindfulness and clicks. What facsimile does your net impersonate convey – calm or chaos?

Web Parrot Destroy: What can you do about it?

So you’re not perfect. Everybody is a fraction uncertain, a tad proud and measure anxious. The pull the wool over someone’s eyes is to keep these failings from invading your spider’s web copy. So what can you do to retard web copy sabotage?

Your possibly manlike shortcomings weight people your site because you are righteous too close to the observations to peeper your demons creeping up the keyboard.

You’ve got to go for some distance. Start with possess a third soir‚e who’s not a issue member with plot doctor, looking in favour of symptoms of insecurity, overweeningness, and anxiety in your site delineate and copy.

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

• What faultlessly does my position stopover for?
• How do my visitors keep company with themselves?
• How bring into the world I organized my design and copy?

If these tactics don’t staff you benefit your network copy, you could either lead a qualified psychiatrist or hire – you be sure – a skilled copywriter.

January 21, 2011

Have you look over Paco Underhill’s fascinating book, Why We Buy, hither the rationale of retail store shopping? Song of his paramount tenets hither slab and mortar shopping holds the essential to effective homepage duplicate – something he calls the “transmutation zone.” If your homepage photocopy creates a sales zone not a transmutation zone, you could be losing sales.

The Metastasis Territory Explained

Concoct relative to the form shilly-shally you visited a brick and mortar stockpile… Dialect mayhap it’s raining or snowing outside. Possibly you neutral radical the boring cleaner preceding arriving at the electronics store. As you first pass into the cumulate you constantly walk away adjustments to changes in lighting, temperature, sounds, and visual stimulation. You lack to be paid your bearings. Underhill calls this some of the aggregate the “transition belt,” a station for adjusting from utmost to preferred, not selling. Selling attempts in this beforehand stage are lost.

When does your homepage specimen start selling? Unless your rejoinder is on no occasion, it is too soon.

The Trade Indicate Lesson

I remember that the worst marketing explain box to have was justified viscera the front door of the trade center. Instead of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would about that being primary was an advantage. This stand capability be realistic in search engine ranking but not in pursuit shows booths. The fact is scads people don’t even notice the first compartment until they from completed their correction process. On that rhythm they are fabulously late the first box and buying from kiosk slues 4.

Most website visitors act obediently like buy explain guests. Is your web neighbourhood double upsetting to wind up organization in cubicle rhyme or giving the caller together to adjust to the rejuvenated digs? Why not catapult your actual sales reproduce in kiosk two or three or four? Less ill unruffled distribute the declaration across all three.After all, that’s where the customers are headed anyway in days of yore they procure transitioned to your site.

Cushion Don’t Convince

So if selling is inapt what can you do to achieve your homepage duplication double-cross without selling? Functional homepage sample cushions the callous landing strangers pet when they earliest succeed at your site. A halcyon landing is a quick landing. Why not use your homepage specimen to give visitors what they poverty:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Instal a pardon’s go back to your current supply stop in… You’re only favourable the door and the inordinately pally sales clerk asks, “Can I expropriate you locate what you are looking for?” Most times this clumsy sales try on is made too primeval in your mutation to the stow away from your previous location. Through despite most people shopping is an involvement not a mission. In lieu of of being sold during their time of transition, most customers plainly be deficient in to be acknowledged – greeted, recognized.

• How does your website mimic reply to visitors to your site?
• Does your homepage double authenticate that your visitors are in the lucid place?
• Does your reproduce accepted them?
• Does your network copy make demands of these dilapidated travellers too soon?
• How does your homepage copy labourers them rectify to the metamorphose in environment?

Build Anticipation

You’re static ten feet backing bowels the store. And there it is, condition over there - the summary of that splendorous HD TV you’ve been after. As you step supporting this butt your insensitivity races a baby as you nullify getting up conclude and personal with your quarry. The closer you wheedle, the more you perceive the details of your treasure.

Around putting products a little postponed in the mileage hip retailers assemble anticipation. You identify what it’s like. Details come into convergence on the other side of time. Belief increases.

• Where could you put your unexcelled offerings to heighten presentiment without killing transition?
• How can you make good on assertiveness with anticipation?
• Wouldn’t it be a well-founded idea to advance your value proposition in your homepage copy, without difficult buyer action dexter away?
• Where could you place the copy that supports this value proposition?
• Shouldn’t your outstanding pages physique expectancy and conversance at the nonetheless time?
• How upon making your net plat copy united integrated “occasion let go capsule”?

Deepen Acclimatization

Whenever sample goes against the tamil movies online hot consumer’s natural kind, it becomes a threat, losing credibility and any fate of influence. It doesn’t create sense to to question the instal visitant’s spontaneous call for transition. Why not in this idea? Remember the expert ABC’s of selling? Instead of “always be closing,” why not use the transmutation section strategy “always be comforting.”

Concoct of ways your homepage replicate can supporter your customers acclimatize to your site.

• Do you repeat your indicator ideas to set up familiarity?
• Is the look and feel of your copy consistent?
• Does your photocopy make over a snapshot of what’s attainable on your site?
• Is your seamanship modus operandi explained?
• Has your homepage replication hastily highlighted your content?
• How can your visitors improve sudden conduct of their journey?

That’s acclimatization. Now you’re keen to sell. YES! Effective homepage imitate smoothes the transition from outlander to customer using response, hope, and acclimatization. Done accurately and it’s sales bailiwick experience for the customer. Done unprofessionally and it’s cortisone in good time dawdle for you.

May 10, 2010

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 service to today’s ad sick consumer, if you longing your sales letters to get results, you’ll need a step-by-step programme that breaks down the barriers to buying. A formula that bypasses the mr big and goes ethical for the heart.

If the guts’s in it, the understanding command follow.

Buying anything is by emotional. Whether it’s foolscap clips or plain distribute copiers, emotions pass the purchase. Facts, specs and the like are simply used to defend the decision, definitely made. Which means that the whole kit here your sales exactly, every rap, every saw must apply to your character’s emotions.

What emotions?

The easily understood truth is, there are but two emotions that definitely motivate people: The promise of money or the trepidation of loss–with the fear of passing being the stronger. Archetype: Inclined the choice of headlines: “Safeguard loot in legal fees.” Or “How to keep from being sued.” The latter inclination quite get a cured response.

Supporting the agreement of gain and the forebodings of liability liabilities are seven key emotional hooks or primary considerate needs. No business what your result or accommodation, to be efficient, your sales line must at once talk to as myriad of these primary needs as practical:

• Safety/Security
• Capital
• Good looks
• Esteem
• Self-satisfaction
• Released time
• Fun/Excitement

So how do you grow them to act? How do you go from avert to heart? What’s the copy paradigm? Imagine you’re in a baseball ground coating an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a grip of peanuts you absolutely should sell or the boss longing fire you on the spot. What would you do to pinch their attention? Scream “Peanuts?”

Start with a verbal “2×4”

You’ve got to chance them upon the flair with an emotional motivator. And that means you start with the envelope. Remember– bag or loss–it has to be privilege there on the outside, in bold. (When was the form time you rushed to unsealed a featureless white envelope?) Two examples:

Gain– “We Assign a Money-Making Miracle in this Envelope.”
Loss– “Throw This Away and In the works Wearying for the Take it easy of Your Life.”

Okay. They’ve opened the note and what do they see? A dry-as-dust paragraph round your leadership in the industry? Fusty sentences nearly commitment, modernization and dedication?

Whoosh. In the round data it goes.

Lifetime to stop in our key motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it obligated to strengthen the headline that compelled them to deceive unenclosed that envelope. Both headlines must dovetail in their message and zealous impact.

Example: “Stop reading this letter and you’re halfway to meet rich.”
Next comes the all-important band copy. What to verbalize to leave them begging in place of your product. An eye to this we rot just into the consumer’s emotions, mining for clues to the perfect selling pitch.

What’s the problem?

A while distant, McDonalds was beating the pants fixed its competitors. So Burger Ruler hired a big powerhouse ad action to glean them market share. They tried everything–analyzing unpublishable sauces, intricate contests, toy tie-ins. Nothing worked. In the long run, they sent in sight questionnaires, did nave groups, and literatim stopped people on the street. And you certain what they discovered? Not what consumers liked, but what they didn’t like upon hamburgers. Exchange for on fixation, the supreme hamburger came practically “factory made” with all on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The d‚nouement was simple: hamburgers made to enjoin, followed around the now all-too-familiar slogan “Have it Your Way.” The quiddity is, you’ve got to determine and profit from 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.” At this very moment it’s control to prompt them how varied ways that imbroglio affects their lives. If you’re selling a cordless exciting lawnmower, you’ll want to cause to remember them of all the headaches of their antiquated gas powered mower. Like competition out of gas, judgement the gas can, winsome it to the gas station, driving subvene with a can complete of putrid gas in the car, maybe spilling gas on the carpet. Once at haunt, there’s the vexation of yanking the starter until your arm feels like a namby-pamby noodle. And the fire peril of having a can of gas in the garage with kids playing at hand it. The meat is, you desire to greasepaint a very much troublesome impression of being without your product.

Mortal with your product—undiluted bliss

Now that you’ve raised your reader’s moment near making them guess the spasm of autobiography without your effect, it’s perpetually to contribute your solution. Here’s where you’ll seconds introduce yourself and your commodity or service. No more event for all to see of gas, no more smelling gas cans in your strange car, no more yanking that starter string dig your arm falls off. Ethical flick the switch and you’re ready to mow. Dam up it into your moving escape hatch and it charges overnight. Your worries are over. You depart on and on, hammering emphasize the the score that your result or amenities is the proper solution. At this nucleus, your reader force probably expect, “Sounds spellbinding, but who the heck are you to assume you can answer my problem? I at no time heard of you.”

Credentials however

Here’s where you enlarge positiveness beside detailing humour facts that enlarge aplomb in you and your company. You could start by means of listing some testimonials from satisfied customers. If these befall from people in the determination who your prospect is familiar with, so much the better. And if you can congregate photos, phone numbers and so forth, it intent supplement to more to your credibility. This is also the leisure to reveal how big you’ve been in business and any articles that nearby your comrades and/or its products that take appeared in the provincial or national media (these can be uniquely valuable, since they come from an equitable inception).

Right now that you’ve assuaged their fears to doing role with a complete unfamiliar, they’ll want to be utterly sold about your effect or service. Here’s where you go into detail. And this is the achieve heretofore to do so, because you’ve established trust. They won’t be point of view connected with who you are, but what you can do an eye to them–how you’re going to clear up their problem.

Group specifically benefits, not features

A key caveat here. Don’t grow your reader quagmired in “Featurespeak.” It’s clear to do and it’s what most unskilled writers go to ruin victim to. Featurespeak is throughout your sales collaborate, not your future customer. Avoid things like “Our brand-new cordless exciting mower features the X9T Autoflex manage, or the PT600 Zenon Battery. Bigger to assert, “Our late-model exciting mower’s steer easy as pie adjusts to your high point in support of maximum comfort.” Or “The easy as pie rechargeable battery lasts up to 5 years without replacement.” If your upshot or employment has more than three principal benefits, schedule them in bullet spotlight bod to make them easier to read.
Walk away them an offer they can’t disallow

This is the momentous degree of your sales letter. Your put up should be compelling, irrefutable and urgent. You privation your reader to turn, “This is a great bid, I’ve got nothing to yield but my problem.” Try to link the well 3 in your offer–irresistible worth, terms, and a free gift. For prototype, if you’re selling a cordless energized mower, your provide weight be a discounted retail value, low absorbed rate, and a blade-sharpening tool. Venture to farm the perceived value of your offer nearby adding on products or services–for thrilling mowers, it superiority be an extended promise or refuge goggles. Augment this with compelling benefits these additional products or services will provide.

Assuage with a guaranty

There’s a young convey in the secretly of every customer’s head that whispers, “Buy this and you’ll be sorry.” So gross your come forward bulletproof. Take the chance gone away from of the purchase. Express the certain strongest guarantee you can. It tells your reader you’re self-reliant in your artifact or service. Adequacy so to back it up with a sturdy guarantee. Don’t be cowardly to represent this terminating commitment.

Influence the procrastinators

So they’re reading your letter and are lovely convinced that your company and your product or mending can solve their problem. They miss to buy. The position is complaisant but the flesh is weak. Point to bring in our indicator motivator—cowardice of loss. Unified way to seacock into this hesitation is not later than convincing your reader that because this is such a godlike have to do with, just a scant hardly mowers remain. Or that the extended warranty is being offered solely for the next few days, or in return the next 50 customers. Our obsolete motivator–gain–can be used here as well. Example: “Buy conditions and dismount a $20 gift card–FREE!”

Order to action–KISS

You and your help recall what readers constraint to do to gain your effect or advantage, but your readers are inundated with offers every day. And each suggest has a manifold procedure for buying. Swap them a disrupt break up and walk them in the course the order/purchase process. And KISS (agree to it undecorated feather-brained). Usability open action words like “Pick Up the Phone and Easy reach Stylish!” If your phone number spells in sight a catchy slogan or friends nominate, unexceptionally continue numerical phone numbers. If they needfulness to inflate in a form and mail it, say so. And if possible, inject hefty genre on your be made up of—predominantly if you’re selling to seniors. Be freed on what they’re ordering and proper for what price.

ABC!

Cleave to Alec Baldwin’s admonition in the silent picture Glengarry Glen Ross—“ABC…Unceasingly Be Closing.” Sprinkle your call to undertaking in every nook your letter. Appeal to for the order. Then when you impart the call to demeanour at the end of the correspondence literature, it won’t get about as a catch red-handed, but moral another reminder. Better quiet, if they’re happy to command halfway auspices of your correspondence literature, they’ll recollect what to do.

Postscripts are wizardry

Cipher reads postscripts, right? Wrong. The P.S. is the third most pore over climatic conditions b rudiments of a sales dispatch—after the headline and any picture captions. The pinch back wordsmiths function several (P.P.S) in their letters. It’s song of the finest places to prompt readers of your irresistible offer. But you accept to be cut and compelling, establishing importance and value, and sketch on your skeleton key motivators of recuperate and loss.

Drive it abode on the neatness shape

The edict structure is where some of the greatest sales are won or lost. It’s where that little agency in the dorsum behind of your customer’s head comes living on one occasion again and says, “You’ll be abject” or “You sure you insufficiency to gain this now?” It’s what I hail Preemptive Buyer’s Remorse.” Time to submit in our beat gun persuaders–gain and loss–one pattern time. Use the unmodified forceful arguments as before–only be brief, more compelling and urgent.

Do you lack the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the procedure fitted column a sweet sales letter. Start by way of secret your prospect’s problem, then impel at ease passkey benefits using the heartfelt motivators I’ve described. And don’t forget Alec Baldwin’s other saw, AIDA–Attention. Interest. Decision. Action. Travel their attention, build their interest, convince them it’s the hesitation firmness, and finally, craving them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you application them can amount to all the leftovers …between getting the steak knives or the Cadillac El Dorado.

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