Who in their right mind thinks about sentence structure whilst they’re having their sausage sandwich in the morning?

Well, me.

And here’s something for you to think about…

For a few moments after reading it, a reader remembers the end of a sentence.

Just there you remembered ‘end of a sentence’, right?

And having now ended twice on the phrase ‘end of a sentence’, it’s REALLY starting to stick in your mind.

By subtly altering your sentences you can take advantage of this to reinforce the core theme of your promotion.

Take a look at this sentence:

“You could profit on a daily basis by sparing just ten minutes a day.”

The sentence ends on ‘ten minutes a day’, which is fine if that’s the core message of your promotion – the fact it takes just ten minutes a day.

But what if elsewhere in your promotion you’ve been developing the idea that you can do this on a daily basis?

Well, with a subtle change you can end the sentence such:

“Sparing just ten minutes a day, you could profit on a daily basis.”

Now the thought the reader’s mind lingers on for a moment longer is the ‘on a daily basis’.

Sure, it’s subtle stuff. And you might think it’s hardly worth thinking about these ‘technicals’.

But it’s little technical tweaks like this – together with all the other little tweaks you make – that give your promotion the best opportunity to become a breakthrough promotion.

You know it,


Glenn Fisher is an author, copywriter, podcaster and speaker. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher before leaving in 2018 to write freelance. His first book, The Art of the Click, has quickly become an Amazon bestseller and was shortlisted for the Business Book Awards. He is the host of the popular All Good Copy Podcast and regularly writes and consults for numerous businesses, brands and ad agencies. He lives happily with his partner Ruth and dog Pablo on the east coast of England.

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