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.
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