24. Use “X” but not “Y”
Funny, but not crude
Professional, but not cold
Upbeat, but not naive
25. Does mean/Doesn’t mean
Tone: Energetic
Does mean:
Upbeat: Convey passion and excitement, use action-oriented
adjectives.
Doesn’t mean:
Excitable: Don’t overuse exclamation marks or capital
letters.
Exaggerated: Don’t use hyperbolic, hard-to-believe
statements
57. 1. Most aware
2. Aware, not convinced
3. Preference forming
4. Aware of problem & possible need
5. Don’t know they need it
http://copyhackers.com/product/handbook-how-to-write-a-long-form-sales-letter-page/
63. “Before coming to _____, …
They helped us _____ …
Now, we can _____.”
64. 2 Part Mini-Series:
“Testify! How to Wield the Power of Your Brand
Testimonials”
http://www.iacquire.com/blog/testify-how-to-wield-the-
power-of-your-brand-testimonials