Avoid These 3 Letters That Say "I Don't Know!"

In Issue #130 of The Golden Thread, we said that if you make sure you include three items in any list that you write (e.g., "This product will bring you [1] fame, [2] wealth, and [3] beauty"), you will add strength and believability to your copy. However, there's a set of three letters you should NEVER use in a list.

These copy killers are: "e-t-c."

"Etc." conveys the hidden message to your prospects that you really do not have any more to say but want them to feel like you do. And it can be interpreted as a sign of intellectual laziness just when you're trying to establish credibility.

So, how do you imply you have a list a mile long that you could call upon if you wanted to?

Finish any list of specifics with a promise-related general statement like this: "This product will bring you fame, wealth, beauty … and will fulfill every dream you've ever had about a perfect life."

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The Professional Writers’ Alliance

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Published: August 9, 2004

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