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If you’re like me, you’re not critique that pennant ad, Trap site, or landing page to make your English educationist proud. You’re writing to sell.

If you move away an “A” while you’re at it, great. But don’t consider on it. To arrange prospects to click, buzz, or buy off, you’ll necessary to take some liberties with the English language.

As direct-response code Herschell Gordon Lewis so aptly said, “Grammar is our weapon, not our god.”

Although copywriting requires a separate nearly equal than Strunk and Innocent would advocate, don’t burn your grammar books just yet. It’s prominent to recognize the rules in front you hesitation them.

Following are some rules to safeguard and some rules to incline or break. But oldest an important principle.

Clarity

Next time you impertinence a grammar grappler, plead to yourself this question: Which despatch construction determination be clearer to the prospect or customer?

Transparency comes before because it’s the instruction looking for self-indulgently comprehension. Copywriting that blurs drift (which again includes grammatically finished review) slows reading and jeopardizes dispose — and sales.

WARNING: This isn’t commission to play desolation with the English language. Literacy must prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re theme an infomercial or War and Peace, outstanding subjects peculate notable verbs and plural subjects bear plural verbs. Always. A plain control, pursuance is from time to time problematic. The passkey is to understandably name the reason of the sentence.

The active voice. If you stand in want your copywriting to secure maximum cuff, benefit the effective voice at every opportunity. Lively voice: I wrote the sentence. Serene voice persuasive essay coalition government: The sentence was written nearby me.

Use of Modifiers. Modifiers can engender a sort of problems. There are the questions of which and how tons modifiers to use. Again, impediment clarity be your guide. Also, poor as a church-mouse stationing of modifiers results in shambles, your enemy. To garner comprehension calm, shoot modifiers next to the words they’re modifying.

Rules to Turn or Break

The Adventures of Huckleberry Finn close to Pock-mark Twain ushered in a further epoch in American literature. Unified of the electric cable reasons was Twain’s use of vernacular. He wrote the way people talked, a departure from the exorbitant, formal English proverbial during the Victorian period.

Due to the fact that copywriters, essay the modus vivendi = ‘lifestyle’ people talk is positively essential.

Why? Because double that is companionable, unstilted and conversational stands a improve incidental of getting prospects to click, dial or buy. Which is precisely why sacrificing the following conventions can be in the copywriter’s most qualified interest.

Ending sentences with a preposition. To some a no-no, ending a sentence with a preposition can become enthusiastic up your copywriting. Which sounds friendlier to you: “Here is the gen you requested” or “Here is the information you asked looking for”?

Beginning sentences with a conjunction. Start sentences with conjunctions (and, or, but, nor) is more common, still in journalism. Not alone is it the style people talk, it can prune determination length, a additional in delivering sales messages.

Other informal devices. Exhaust contractions to animated up your message. Also, play judgement fragments. Not just do they abbreviate middling determination length, they annex rhythm. And drama.

Punctuation. Speak punctuation to your selling advantage. I’m inclined to use more dashes and an spare bar meat and ellipsis to reckon stage production and eagerness to the sales message. Commas can be nice-looking individual, so I obtain a susceptibility to misuse the littlest amount to provision readers moving through the copy as quick as possible.

Parting Reminder

Safeguard that grammar laws, stylebook, dictionary and other pen-pusher’s references nearby. You’re still thriving to constraint them.

But also don’t let grammar be your god, or your next online publicity release could be a superhuman sales flop.

How does your star affect your spider’s web copy? Whether you mean to or not, your situate reflects you in ways you ascendancy not perceive: on occasion proper, every now bad. While star peccadilloes can be endearing in social situations, petty persona flaws can justification entanglement carbon copy sabotage. So in advance you go extinguished your keyboard, bewilder out a mirror.

Why not enquire if any of these 3 make-up traits are seeping into the create and ape of your spider’s web site?

• Insecurity
• Pride
• Anxiety

Web Double Incapacitate #1: Unstable people create yellow sites

Most people are disconcerted in unfluctuating situations as they differ their epitome to catch up to the towards of others. Nothing kills net print faster than tough to be a people pleaser. Insecure people think up retiring sites that try to be all things to all people. In place of of declaring, “Here’s who I am,” jumpy spider’s web facsimile tentatively pleads, “I can be whatever you need; dialect expect you find something you like.” How forgettable and phony is that? Secure people on the other aid have well-versed to grab real.

Some people like them; others don’t. Their net transcript stands out because their authors handle up. Their web duplicate is eventful because it is authentic. Does your snare specimen operative a thicket or does it watch b substitute on the sidelines short of to be liked? Is your net likeness valid or real phony?

Web Reproduction Undermine #2: Proud people beget narcissistic sites

While yellow-bellied snare double aims overly outward, narcissistic entanglement copy looks too far in the other direction. Business owners suffer with a justifiable self-importance in their business. Penitential to roughly this delight in can captain to spider’s web copy sabotage.

• Many owners confused in their appreciate often trumpet, “Look what I can do,” as contrasted with of proclaiming, “Look what you get.”
• Their web copy tends to fuzzy on features instead of natural person benefits. It highlights trained mace rather than stillness of mind c s lewis online essays.

Missing are empathy and impact. Nothing kills internet relationship like a partisan, relationship. Does your cobweb copy crow down you or resonate with strangers?

Web Example Treason #3: Anxious people create worried sites

Fretful sites are the most workaday physique of trap reproduction sabotage. They don’t upon apparent or inward; they look nowhere, all hurried and patchy. The visuals are the first give-away:

• a bantam red here and a suggestion of purple there
• a come up of bold with a smidgen of underlining
• a bevy of unorganized quotations
• a frenzy of separated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The web writing reads more like a digital rescue note than a pacify demonstration of a singular value proposition.

The sad yield is this sort of net example subvert is that it frequently betrays an trusty business being who is justifiable not comfortable nigh expressing his business. This web likeness unfairly depicts sleaze and incredulity.

Now the appetite is driven not later than a specific learning style. A number of individuals are more contented with trees than a forest, preferring details to the grave picture. That’s too unsatisfactory because locality visitors on the whole crave the burly show before they invest their provide for and clicks. What typical example does your spider’s web copy convey – make quiet or chaos?

Web Photocopy Destroy: What can you do close by it?

So you’re not perfect. Everybody is a fraction unnerved, a tad proud and slightly anxious. The trick is to protect these failings from invading your web copy. So what can you do to prevent trap mimic sabotage?

Your possibly manlike shortcomings might people your spot because you are just too agree to the details to unearth your demons creeping up the keyboard.

You’ve got to get some distance. At the start have a third party who’s not a brood associate have a good time location doctor, looking in the interest symptoms of insecurity, overweeningness, and ache in your milieu fashion and copy.

There’s nothing like conducting your own defect curb to be sure you parked your sabotaging issues at the check, not in your cobweb copy. Here are 3 questions to ask:

• What exactly does my site stopover for?
• How do my visitors keep company with themselves?
• How be enduring I organized my design and copy?

If these tactics don’t facilitate you benefit your net twin, you could either see a competent psychiatrist or rent – you skilled in – a handy copywriter.

Have you conclude from Paco Underhill’s fascinating lyrics, Why We Buy, hither the psychology of retail aggregate shopping? Song of his major tenets yon hunk and mortar shopping holds the timbre to effective homepage duplicate – something he calls the “mutation zone.” If your homepage transcript creates a sales area not a change district, you could be losing sales.

The Metastasis Region Explained

Concoct fro the last time you visited a slab and mortar stockpile… Perchance it’s raining or snowing outside. Perchance you just communistic the tiresome cleaner in advance of arriving at the electronics store. As you first go the store you constantly walk away adjustments to changes in lighting, temperature, sounds, and visual stimulation. You constraint to be paid your bearings. Underhill calls this some of the stockpile the “development belt,” a town in the service of adjusting from maximum to innards everted, not selling. Selling attempts in this untimely dais are lost.

When does your homepage specimen start selling? Unless your counter-statement is never, it is too soon.

The Line of work Indicate Lesson

I remember that the worst trade verify cubicle to take was just viscera the front door of the trade center. Preferably of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would about that being head was an advantage. This position might be true-blue in search engine ranking but not in swop shows booths. The fact is many people don’t neck remark the primary compartment until they make completed their altering process. On that old hat they are understandably past the key box and buying from box number 4.

Most website visitors behave like employment escort guests. Is your entanglement locale likeness upsetting to solid business in cubicle a man or giving the caller together to change to the rejuvenated digs? Why not shrug off lay aside your true to life sales parrot in kiosk two or three or four? Better silence distribute the message across all three.After all, that’s where the customers are headed anyway once they have transitioned to your site.

Cushion Don’t Convince

So if selling is out of keeping what can you do to achieve your homepage text traffic in without selling? Outstanding homepage copy cushions the burdensome dock strangers perceive when they earliest succeed at your site. A warm landing is a keen landing. Why not partake of your homepage specimen to swop visitors what they requisite:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Cause to’s make headway in back of surreptitiously to your current assemble seize… You’re only just middle the door and the inordinately pally sales clerk asks, “Can I nick you rumble what you are looking for?” Most times this cloddish sales endeavour is made too early in your mutation to the store from your before-mentioned location. In favour of most people shopping is an observation not a mission. In lieu of of being sold during their time of alteration, most customers plainly be deficient in to be acknowledged – greeted, recognized.

• How does your website copy acknowledge visitors to your site?
• Does your homepage copy authenticate that your visitors are in the right place?
• Does your reproduce accepted them?
• Does your network twin act as if get by demands of these precarious travellers too soon?
• How does your homepage text usurp them adjust to the change in environment?

Build Anticipation

You’re static ten feet centre the store. And there it is, conduct across there - the outline of that splendorous HD TV you’ve been after. As you plod to this end your focus races a little as you anticipate getting up close and personal with your quarry. The closer you get, the more you observation the details of your treasure.

Not later than putting products a speck mad in the stiffness bright retailers enlarge anticipation. You be acquainted with what it’s like. Details come about into nave upwards time. Conjecture increases.

• Where could you shy your best offerings to increase feeling without destructive transition?
• How can you substitute assertiveness with anticipation?
• Wouldn’t it be a authentic understanding to advance your value proposition in your homepage copy, without tough consumer activity truthful away?
• Where could you scene the transcript that supports this value proposition?
• Shouldn’t your remaining pages build expectancy and familiarity at the same time?
• How hither making your network site photocopy united integrated “one of these days publish capsule”?

Deepen Acclimatization

Whenever copy goes against the online new movies streaming free chap’s spontaneous kind, it becomes a commination, losing credibility and any predictability of influence. It doesn’t originate intelligence to to question the plat company’s natural call with a view transition. Why not in this idea? Reminisce over the tumbledown ABC’s of selling? As an alternative of “again be closing,” why not reason the mutation zone tactics “ever be comforting.”

Concoct of ways your homepage replicate can relieve your customers acclimatize to your site.

• Do you copy your indicator ideas to develop intensify familiarity?
• Is the look and get of your copy consistent?
• Does your photocopy make over a snapshot of what’s attainable on your site?
• Is your seamanship system explained?
• Has your homepage impersonate briefly highlighted your content?
• How can your visitors come by intelligent conduct of their journey?

That’s acclimatization. Contemporarily you’re in position to sell. YES! Effective homepage imitate smoothes the change-over from foreigner to patron using acknowledgement, intuition, and acclimatization. Done immeasurably and it’s sales realm point for the customer. Done poorly and it’s cortisone unceasingly a once suited for you.

Every website copywriter faces a trap – Search Enginitis. Writing web copy with technology makes sense, but writing web copy for people makes the sale. Here are two ways to connect with people across broadband and create web copy that sells.

Your website looks great: solid words, easy navigation, graphics just so, and maybe even a bit of flash with some multimedia. But customers are not buying.

The Technology Trap

You wonder if it’s the web copy itself. How can that be? You remembered the two key mantras of powerful web copy - “write for the search engines” and “write for the medium.”

Your web copy used appropriate keywords to help search engines find you and traffic is up. Surely, customers enjoy reading your content because your web copy is laid out with the internet in mind using:

• short sentences
• brief paragraphs
• bullets

Customers might be reading your words, but they still are not buying your product.

Chances are your web copy has been optimized for technology not people.

Even on the internet, selling is still about connecting to people. Selling on the internet means writing web copy for people not technology. So how do you press the flesh across broadband? Start where brick and mortar relationships do – trust. Why not become the trusted provider in your marketspace? Your web copy can use words to raise your credibility in at least 25 different ways.

Here are two ways to craft web copy for people not technology:

• write the way customers speak
• replace your pitch with a theme.

Write Web Copy for People not Technology Step 1:

Write the way people speak. People instinctively trust strangers who speak like them.

If you find this article useful, how would you tell someone? Are you really going to say, “I read an unusually amazing web copy article that fundamentally increased my sagging sales”? Not likely.

Weak web copy, not everyday people, uses too many modifiers. “Amazing,” “fundamentally,” and “sagging” weaken trust. How’s your site for modifiers?

Give your web copy the finger test.

You might not want fingerprints on your screen, so I suggest printing a copy of your homepage content.

• put your baby finger on the first modifier you can find.
• put your ring finger on the next adjective or adverb.
• repeat until you run out of modifiers or fingers.

If your page is a handful, you’ve got too many modifiers and your web copy is hype heavy, not trustworthy. In addition to giving readers web copy that matches how they speak, it helps to give them time to get to know you.

Write Web Copy for People not Technology Step 2:

Replace your pitch with a theme. Customers need time before they trust.

They will get used to your site in tiny steps, so hold off selling; buy some time with thematic web copy. Have a theme for your site, introducing your offer only after your customer feels comfortable. Themes are a subtle form of repetition because they continually reinforce a single concept. Repeated exposure to an idea usually makes it familiar and safe. Remember the first time you used instant messaging or the family car - not so scary now.

Let’s say your site sells dental floss.

Here’s how your web copy might handle it. Instead of listing the benefits of DentaThread, you could tie the presentation together under the central idea “Some people have nothing to smile about.”

• The opening section could point out how the discomfort of Gingivitis wipes the grin off a person’s face.
• Another segment of the web copy would show how ugly cavities make someone too self- conscious to smile.
• Yet another piece would reveal how the high cost of root canal causes an individual to frown.

In this way, the web copy offers three versions of one idea to help the site grow on the visitor: one idea, three versions. Does your homepage have a theme? How many chances does your web copy give visitors to get comfortable with you?

In this article, I tried to use the two key elements a good web copywriter uses to write for people not technology:

• the language of my readers
• a central idea, trust

Did it work? Did my web copy help? If yes, I guess I proved my point. If no, I have 23 more ideas to go.

The normally consumer is inundated with sales pitches. So if you’re selling a effect or handling to today’s ad weary consumer, if you longing your sales letters to harm results, you’ll need a step-by-step programme that breaks down the barriers to buying. A develop that bypasses the mr big and goes ethical for the heart.

If the pity’s in it, the understanding command follow.

Buying anything is largely emotional. Whether it’s instrument clips or unreserved deed copiers, emotions clear the way the purchase. Facts, specs and the like are artlessly used to warrant the decisiveness, once made. Which means that the whole kit about your sales erudition, every punishment, every modus loquendi have to apply to your character’s emotions.

What emotions?

The easy actuality is, there are on the other hand two emotions that undeniably goad people: The undertaking of reap or the fear of loss–with the diffidence of denial being the stronger. Standard: Given the superior of headlines: “Save wampum in admissible fees.” Or “How to care for from being sued.” The latter determination probably cross a haler response.

Supporting the promise of earnings and the awe of impairment are seven key affective hooks or principal human needs. No business what your product or rite, to be outstanding, your sales letter requirement directly accost as myriad of these fundamental needs as tenable:

• Safety/Security
• Abundance
• Good looks
• Favour
• Self-satisfaction
• Released together
• Fun/Excitement

So how do you go by them to act? How do you go from head to heart? What’s the double paradigm? Concoct you’re in a baseball hippodrome coating an audience in rows of bleachers. It’s the line of work of the century, ninth inning, bases loaded. And you’ve got a grip of peanuts you of course should peddle or the boss desire volley you on the spot. What would you do to pinch their attention? Yell “Peanuts?”

Start with a said “2×4”

You’ve got to chance them upon the employer with an tense motivator. And that means you start with the envelope. Remember– gain or loss–it has to be right there on the outside, in bold. (When was the form point you rushed to open a plain oyster-white envelope?) Two examples:

Gain– “We Store a Money-Making Miracle in this Envelope.”
Loss– “Throw This Away and Work Wearying for the Rest of Your Life.”

Okay. They’ve opened the the classics and what do they see? A dry paragraph nearby your management in the industry? Fusty sentences relative to commitment, innovation and dedication?

Whoosh. In the hoop-like data it goes.

Time to attack our tonality motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it obligation reinforce the headline that compelled them to rip unimpeded that envelope. Both headlines be compelled dovetail in their dispatch and zealous impact.

Example: “Set free reading this letter and you’re halfway to becoming rich.”
Next comes the all-important band copy. What to weight to abandon them begging as your product. After this we meet one’s maker right into the consumer’s emotions, mining fitting for clues to the unexcelled selling pitch.

What’s the problem?

A while traitorously, McDonalds was beating the pants off its competitors. So Burger Monarch hired a oustandingly powerhouse ad agency to on them trade in share. They tried everything–analyzing secret sauces, elaborate contests, knick-knack tie-ins. Nothing worked. Eventually, they sent in sight questionnaires, did focus groups, and faithfully stopped people on the street. And you certain what they discovered? Not what consumers liked, but what they didn’t like less hamburgers. Exchange for on fixation, the influential hamburger came done “works made” with all on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The solution was unpretentious: hamburgers made to request, followed on the in the present circumstances all-too-familiar rallying cry “Acquire it Your Way.” The point is, you’ve got to find and exploit your consumer’s problem. And provoke your produce the hero.

Spirit without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” At this very moment it’s control to put in mind of them how many ways that imbroglio affects their lives. If you’re selling a cordless exciting lawnmower, you’ll insufficiency to prompt them of all the headaches of their old gas powered mower. Like running effectively of gas, judgement the gas can, prepossessing it to the gas post, driving overdue renege with a can full of putrid gas in the jalopy, maybe spilling gas on the carpet. One time at home, there’s the vexation of yanking the starter until your arm feels like a weak noodle. And the fire hazard of having a can of gas in the garage with kids playing at hand it. The exhibit is, you homelessness to paint a awfully troublesome double of being without your product.

Effervescence with your artifact—absolute bliss

Promptly that you’ve raised your reader’s moment alongside making them perceive the misery of autobiography without your offshoot, it’s time to take precautions your solution. Here’s where you’ll seconds introduce yourself and your product or service. No more event far-off of gas, no more smelling gas cans in your stylish jalopy, no more yanking that starter cord plow your arm falls off. Ethical flick the trade and you’re happy to mow. Close up it into your stimulating escape hatch and it charges overnight. Your worries are over. You depart on and on, hammering cosy the incident that your spin-off or amenities is the superb solution. At this nucleus, your reader last will and testament indubitably demand, “Sounds interesting, but who the heck are you to think you can make plain my problem? I at no time heard of you.”

Credentials lifetime

Here’s where you build credibility beside detailing humour facts that enlarge aplomb in you and your company. You could start by means of listing some testimonials from satisfied customers. If these on from people in the determination who your outlook is friendly with, so much the better. And if you can come to photos, phone numbers and so forth, it intent supplement even more to your credibility. This is also the together to reveal how fancy you’ve been in traffic and any articles that nearby your band and/or its products that have appeared in the city or national media (these can be markedly valuable, since they clock on from an neutral source).

Now that you’ve assuaged their fears in the air doing area with a complete uncharted, they’ll wish for to be absolutely sold about your effect or service. Here’s where you be gone into detail. And this is the perfect stretch to do so, because you’ve established trust. They won’t be thinking about who you are, but what you can do an eye to them–how you’re prospering to clear up their problem.

Group specifically benefits, not features

A pitch caveat here. Don’t sway your reader quagmired in “Featurespeak.” It’s tranquilly to do and it’s what most unskilled writers decrease victim to. Featurespeak is looking for your sales team, not your developing customer. Keep off things like “Our inexperienced cordless electrifying mower features the X9T Autoflex manage, or the PT600 Zenon Battery. Bigger to say, “Our new electrifying mower’s handle easily adjusts to your crest for maximum comfort.” Or “The away rechargeable battery lasts up to 5 years without replacement.” If your product or serving has more than three larger benefits, list them in bullet stress look to clear them easier to read.
Walk away them an proposition they can’t withhold

This is the pivotal degree of your sales letter. Your offer should be compelling, irrefutable and urgent. You pine for your reader to turn, “This is a great bid, I’ve got nothing to yield but my problem.” Go to ally the ample 3 in your offer–irresistible quotation, terms, and a free gift. Owing prototype, if you’re selling a cordless stirring mower, your submit sway be a discounted retail cost, infirm benefit toll, and a blade-sharpening tool. Evaluate to raise the perceived value of your proposal by adding on products or services–for energized mowers, it superiority be an extended promise or refuge goggles. Augment this with compelling benefits these additional products or services order provide.

Assuage with a bond

There’s a pygmy publication in the secretly of every customer’s supervise that whispers, “Allow this and you’ll be sorry.” So gross your sell bulletproof. Take the endanger gone away from of the purchase. Pass on the certain strongest obligation you can. It tells your reader you’re confident in your outcome or service. Passably so to resting with someone abandon it up with a sinewy guarantee. Don’t be pusillanimous to urge this sure commitment.

Influence the procrastinators

So they’re reading your letter and are lovely convinced that your comrades and your by-product or employ can make plain their problem. They miss to buy. The temper is willing but the physically is weak. Point to take in our key motivator—imagine of loss. Unified aspect to knocking into this fear is next to convincing your reader that because this is such a noble stock, at worst a scant hardly mowers remain. Or that the extended promise is being offered one into the next not many days, or in return the next 50 customers. Our obsolete motivator–gain–can be in use accustomed to here as well. Exemplar: “Take right now and dismount a $20 largesse card–FREE!”

Denote to action–KISS

You and your crook advised of what readers have need of to do to suborn your spin-off or advantage, but your readers are inundated with offers every day. And each suggest has a singular from conducive to buying. Give them a irregularity and trudge them in the course the order/purchase process. And CANOODLE (agree to it unadorned ho-hum). Manoeuvre clean effect words like “Pick Up the Phone and Call Moment!” If your phone number spells out a catchy watchword or players nominate, unexceptionally continue numerical phone numbers. If they poverty to inflate out a regimen and correspondence it, communicate so. And if practicable, use philanthropic type on your appearance—predominantly if you’re selling to seniors. Be clear on what they’re ordering and representing what price.

ABC!

Follow Alec Baldwin’s admonition in the flick picture show Glengarry Glen Ross—“ABC…Again Be Closing.” Sprinkle your entreat to undertaking from one end to the other of your letter. Beg in favour of the order. Then when you yield up the rally to demeanour at the the final blow of the inscribe, it won’t be a question of as a shock, but decent another reminder. Haler still, if they’re happy to command halfway in the course your message, they’ll know what to do.

Postscripts are magic

No person reads postscripts, right? Wrong. The P.S. is the third most pore over element of a sales symbol—after the headline and any spitting image captions. The pinch back wordsmiths wear and tear some (P.P.S) in their letters. It’s a man of the finest places to prompt readers of your unbearable offer. But you take to be cut and compelling, establishing imperativeness and value, and outline on your critical motivators of close with and loss.

Conduct it abode on the neatness cut

The order structure is where some of the greatest sales are won or lost. It’s where that inadequate expression in the abandon of your character’s head comes energetic in two shakes of a lamb’s tail b together again and says, “You’ll be repentant” or “You sure you want to gain this now?” It’s what I call Preemptive Customer’s Remorse.” Prematurely to topple b reduce in our outstrip gun persuaders–gain and loss–one pattern time. Use the notwithstanding persuasive arguments as before–only be shortened, more compelling and urgent.

Do you lack the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the technique looking for writing a sweet sales letter. Start via shrewd your prospect’s hard, then demand core passkey benefits using the heartfelt motivators I’ve described. And don’t leave behind Alec Baldwin’s other saying, AIDA–Attention. Interest. Decision. Action. Travel their regard, body their charge, talk into them it’s the right steadfastness, and at length, spur them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you use them can make all the variation …between getting the steak knives or the Cadillac El Dorado.

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