Talk to the reader. Write as if you're talking directly, imagine that you're talking to your friend sitting across the table behind you. This will make you avoid to sounding too formal, keep the focus on the prospect. Keep saying things about your prospect, and what will your prospect get. Talk about you, and not I.
Don't waste your words, use shorter sentences. If you can explain in a few words, then do it. Don't use too many paragraph too explain a single idea. Keep the copy separated into digestible bites. It will helps them to understand the main idea. Don't try to combine too many concepts at once.
Use the present tense like "is", "are", and "does". This method is much powerful. Don't use past tense of perfect tense like "has been", "could be" or "might" too much on your sentences, these words are weak and not as persuasive. Pay attention to grammar and punctuation. Ask someone to check your copy to search for bad spelling words or grammar mistakes. A copy full of simple errors will drop down your credibility. Avoid using cliches too much. If you use one or two cliches in your copy, it will be okay. But if you're using too much cliches words, our minds will skip right over them. You want to maintain your prospect's attention, not give him the opportunity to skip over parts or ignore parts of your messages.
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