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A long copy sales letter can run to around 10,000 words… Writing so much copy takes a while. So, it figures you’re going to have moments deep into the writing process when fresh inspiration comes. I had this recently with a letter I’ve been working on for a financial newsletter in the US. The idea I’m writing about is a live one and new stories are breaking all the time about what’s going on in…

You can’t prove that your exciting new product works before you’ve proved that it’s exciting in the first place. Think about that. Because it’s a flaw with long direct response copy that I see over and over. Too soon a copywriter will start trying to prove a product works before they’ve proved to the reader that they should be excited about the product at all. It’s a bad habit I see – particularly in new…

No longer than this… And it should always end with those three little dots, or an ellipsis if you want to be fancy. OK, OK. Maybe the first line of your promo could be a little longer than that. I mean, it’s only four words. But really, it can cheap jerseys only be a LITTLE longer – definitely no more than ten or twelve words. How come? Well, to explain we need to get a…