"men govern with words"
Although it is a very strange thing about human nature, it has been proven that if you will just "assume the position" of authority you will find that people give it over to you without resistance!
Always write with authority. Never backup a statement with a qualifier. Be certain you know everything there is to know about your product or service and then write like it!
Keep these words out of your sales letters as much as possible...
If - Maybe - Possible - Might - May - Perhaps
These are words with no power!
They clog up copy and weaken statements!
Don't keep saying, "they said"..or "they say" in your sales letters. It gives me the impression 'they' know more than you do. And if 'they' know more than you, why would I buy from you?
Omit needless words. Use the active voice. It creates forcible writing!
Short statements stick with impact and understanding!
Long statements fade away in confusion!
Verb's are the only words that give life, power and action to what you say!
In every powerful, well-known writing there has been to date from the Bible on down, you will find effective use of the Active Voice.
The voice of power and authority!
The Roman Centurion told Jesus..."and I say unto this man, Go and he goeth; and to another, Come and he cometh; and to my servant, Do this, and he doeth it." (Matthew 9:9)
Notice the power and movement using the simple verbs Go, Come and Do!
When you read the Magic Story, available on the Warriors Secret Site, you will find many short and incredibly powerful statements. It is one of the reasons the book affects virtually every person that reads it so deeply!
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