Quick Tip:
Ensure Consistency in Your Copy

When writing copy, it's crucial to be consistent in the way you write the offer, the guarantee, and – of HUGE importance – the product name. You don't want to say Super Vite one time, Super-Vite another, and Super-Vit yet another. Aside from annoying your client, it could torpedo the sale.

Here's an easy way to keep accidental variations in spelling from sneaking in:

When writing your first draft, use a simple abbreviation for the product, something like "XYZ." When finished, search and replace XYX with the product's name.

Sometimes, a product will go by two names. For example, the client might want "Malcolm's Motor Oil Booster" referred to as M-MOB half the time. In this case, set up two distinct abbreviations – one that you will replace with Malcolm's Motor Oil Booster and one that you will replace with M-MOB.

Use this same strategy to ensure consistency in the offer, the guarantee, and other important details.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: January 29, 2007

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