How Does Spellchecker make you Lazy?Written by David Parton
It's a crime what laziness can do. That's downside of automation and software tools. People get lazy. Don't get me wrong, I love technology and I depend on Spell-checking software to help with my writing. It finds typos but it does not find all spelling mistakes.It does not find contextual mistakes. What do I mean by that? Here's an example: "The kid's got heat." Maybe, "kid" is a pitcher with a really wicked fastball. Or maybe, I meant to type "heart" as in: "The kid's got heart." The absence of one letter can give you two wildly different interpretations. Ol' Robodunce, spellchecker won't spot gaffs like that. Remember, in school how you used to struggle over proper usage of "there, they're, and their?" Some people still struggle with those. Grammar can be pretty tricky, so tricky that a computer designed solely to correct grammatical mistakes would have to be size of a Pontiac, or even a cruise ship. It would take a truckload of Einsteins to program it. That leaves you, my friend, You, author- last line of defense.
| | What you absolutely must know about writing headlinesWritten by Joe Lloyd
It is very important that your headline causes buyer to make an immediate judgment decision on whether or not to buy your product. If, after reading your headline, it is not possible for a person to say “I want this” or “I don’t want this”, then your headline is worthless. That is to say, with a good headline, buyer will make decision to buy immediately after reading headline. This is not a conscious decision, but a subconscious desire to have what they imagine product to be.For most part, after reading a headline, buyer knows virtually nothing about product. But with a strong headline, buyer will read your sales letter in an attempt to justify subconscious decision he has already made to purchase product. It is not necessary to give out more information about product in your sales letter in an attempt to ‘make sale.’ In fact, this could actually take away customers who may discover that product is not exactly what they expected. Therefore, in many ways, your sales letter should just be an elongated version of your headline, where you simply re-establish claims that you’ve made in your headline in a more drawn-out way. The following headline is a perfect example of what I’m talking about: “Finally discover rarely revealed secrets that [somebody] doesn’t want you to know... and follow this step-by-step program to [do something desirable]!” This headline establishes two things. First, it contends that this product contains quality information that is worth keeping secret. And second, it will provide you with a step-by-step way to take advantage of this information for your benefit. Now, provided that person reading headline is truly a potential customer, after reading this headline (and having virtually no information as to what product actually is or does) he will subconsciously already want to have product.
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