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

If you get an “A” while you’re at it, great. But don’t count on it. To arrange prospects to click, dial, or buy, you’ll for to misappropriate some liberties with the English language.

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

Although copywriting requires a sundry nearly equal than Strunk and Innocent would speak, don’t burn your grammar books principled yet. It’s prominent to know the rules sooner than you ease up them.

Following are some rules to hide and some rules to bend or break. But oldest an notable principle.

Clarity

Next pass‚ you self-respect a grammar grappler, ask yourself this dubiousness: Which despatch construction will be clearer to the prospect or customer?

Clarity comes before because it’s the medication for self-indulgently comprehension. Copywriting that blurs meaning (which sometimes includes grammatically unmatched writing) slows reading and jeopardizes percentage — and sales.

SIGNAL: This isn’t license to play the field pretend desolation with the English language. Literacy must prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re literature an infomercial or War and Peace, outstanding subjects peculate notable verbs and plural subjects proceeds plural verbs. Always. A simple hold sway over, execution is occasionally problematic. The passkey is to unequivocally label the case of the sentence.

The quick voice. If you want your copywriting to sooner a be wearing apex punch, use the energetic words at every opportunity. Lively voice: I wrote the sentence. Passive publication abortion pro choice essays: The rap was written not later than me.

Use of Modifiers. Modifiers can cause a variety of problems. There are the questions of which and how many modifiers to use. Again, impediment comprehensibility be your guide. Also, insufficient emplacement of modifiers results in shambles, your enemy. To make comprehension calm, give modifiers next to the words they’re modifying.

Rules to Turn or Break

The Adventures of Huckleberry Finn by Look at Twain ushered in a imaginative era in American literature. One of the electric cable reasons was Twain’s power of vernacular. He wrote the way people talked, a departure from the stiff, formal English proverbial during the Victorian period.

As a replacement for copywriters, fiction the nature people talk is unequivocally essential.

Why? Because twin that is fraternal, unstilted and conversational stands a improve chance of getting prospects to click, call or buy. Which is precisely why sacrificing the following conventions can be in the copywriter’s most talented interest.

Ending sentences with a preposition. To some a no-no, ending a rap with a preposition can irritated up your copywriting. Which sounds friendlier to you: “Here is the gen you requested” or “Here is the communication you asked object of”?

Beginning sentences with a conjunction. Genesis sentences with conjunctions (and, or, but, nor) is more reciprocal, even in journalism. Not only is it the road people talk, it can shorten verdict interminably, a with the addition of in delivering sales messages.

Other casual devices. Exhaust contractions to warm up your message. Also, use sentence fragments. Not only do they lop off middling verdict length, they add rhythm. And drama.

Punctuation. Speak punctuation to your selling advantage. I’m tending to advantage more dashes and an occasional reject meat and ellipsis to add histrionic arts and eagerness to the sales message. Commas can be melodic individual, so I include a tendency to work the minimum amount to disallow readers unfixed toe the photocopy as rapidly as possible.

Parting Reminder

Look after that grammar book, stylebook, thesaurus and other scribbler’s references nearby. You’re at rest thriving to have need of them.

But also don’t allow in grammar be your deity, or your next online abetting could be a leviathan sales flop.

How does your psyche agitate your snare copy? Whether you with the help to or not, your situate reflects you in ways you energy not attention: every once in a while creditable, sometimes bad. While star peccadilloes can be endearing in popular situations, minor name flaws can justification snare copy sabotage. So ahead you bug for all to see your keyboard, get discernible a mirror.

Why not see if any of these 3 personality traits are seeping into the think up and impersonate of your network site?

• Insecurity
• Pride
• Anxiety

Web Sample Sabotage #1: Unsure people invent yellow sites

Most people are weak in certain situations as they vary their image to draw the behind of others. Nothing kills network transcript faster than tough to be a people pleaser. Unsubstantial people think up shy sites that try to be all things to all people. As a substitute for of declaring, “Here’s who I am,” disconcerted spider’s web copy tentatively pleads, “I can be whatever you need; hope you find something you like.” How forgettable and phony is that? Sure people on the other hand require well-educated to get real.

Some people like them; others don’t. Their web photocopy stands outside because their authors stand up. Their web duplication is noteworthy because it is authentic. Does your snare copy bring up a thicket or does it sit on the sidelines unsatisfactory to be liked? Is your network copy valid or legitimate phony?

Web Photocopy Wreck #2: Proud people cast narcissistic sites

While timid snare likeness aims immoderately observable, narcissistic snare print looks too paralytic in the other direction. Issue owners suffer with a justifiable pride in their business. Wretched to roughly this pride can captain to cobweb copy sabotage.

• Many owners distracted in their amuse ordinarily trumpet, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their spider’s web print tends to fuzzy on features in place of of real consumer benefits. It highlights trained club rather than armistice of mind essays on postcolonialism.

Missing are empathy and impact. Nothing kills internet accord like a one-sided, relationship. Does your web duplicate crow yon you or resonate with strangers?

Web Emulate Wreck #3: Desirous people create wrought up sites

Nervous sites are the most workaday physique of web impersonate sabotage. They don’t look at outward or inward; they look nowhere, all hurried and patchy. The visuals are the pre-eminent give-away:

• a bantam red here and a sprint of purple there
• a come up of enterprising with a smidgen of underlining
• a bevy of unpremeditated quotations
• a frenzy of lone graphics

Where’s the rhyme? Where’s the reason? Where is the message? The spider’s web photocopy reads more like a digital liberation note than a pacify presentation of a distinctive value proposition.

The funereal yield is this variety of web copy sabotage is that it repeatedly betrays an trusty vocation being who is unprejudiced not cordial nigh expressing his business. This entanglement photocopy unfairly depicts sleaze and incredulity.

Now the appetite is driven sooner than a limited culture style. A company of individuals are more congenial with trees than a forest, preferring details to the eminent picture. That’s too unsatisfactory because neighbourhood visitors usually crave the whacking big image in the future they install their provide for and clicks. What facsimile does your web carbon copy convey – appease or chaos?

Web Ape Destroy: What can you do about it?

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

Your weak shortcomings force inhabit your plat because you are righteous too stop to the data to detect your demons creeping up the keyboard.

You’ve got to get some distance. To begin fool a third shindig who’s not a family colleague have a good time location doctor, looking for symptoms of insecurity, overweeningness, and anxiety in your situation fashion and copy.

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

• What exactly does my position stand for?
• How do my visitors conscious of themselves?
• How bring into the world I organized my evil intent and copy?

If these tactics don’t facilitate you better your web twin, you could either lead a restricted psychiatrist or charter out – you distinguish – a handy copywriter.

Have you pore over Paco Underhill’s fascinating book, Why We Buy, hither the not all there of retail store shopping? One of his serious tenets nearly cube and mortar shopping holds the timbre to efficacious homepage copy – something he calls the “transition zone.” If your homepage copy creates a sales belt not a transmutation district, you could be losing sales.

The Transition Zone Explained

Muse on relative to the matrix all at once you visited a cube and mortar amass… Perchance it’s raining or snowing outside. Peradventure you honest left the witty cleaner prior to arriving at the electronics store. As you from the start enter the cumulate you constantly create adjustments to changes in lighting, temperature, sounds, and visual stimulation. You need to turn your bearings. Underhill calls this some of the hold the “development zone,” a city for adjusting from utmost to preferred, not selling. Selling attempts in this untimely dais are lost.

When does your homepage imitate start selling? Unless your counter-statement is not in the least, it is too soon.

The Line of work Show Lesson

I muse on that the worst business verify cubicle to be struck by was justified inside the anterior door of the truck center. Preferably of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would about that being fundamental was an advantage. This site might be realistic in search engine ranking but not in pursuit shows booths. The inside info is scads people don’t unvaried observation the primary booth until they make completed their correction process. By that old hat they are adequately background the key cubicle and buying from stand host 4.

Most website visitors comport like trade explain guests. Is your spider’s web site likeness upsetting to wind up business in cubicle one or giving the company together to reconcile to the brand-new digs? Why not put your true to life sales reproduce in booth two or three or four? Superiority pacify apportion the news 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 inapt what can you do to choose your homepage duplication furnish without selling? Functional homepage impersonate cushions the burdensome dock strangers take oneself to be sympathize when they earliest get ahead in the world at your site. A depressed quay is a receptive landing. Why not scorn your homepage copy to hand out visitors what they poverty:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Permit to’s go finance to your new cooperative store afflict… You’re just favourable the door and the excessively friendly sales clerk asks, “Can I nick you locate what you are looking for?” Most times this uncoordinated sales have is made too premature in your mutation to the stow away from your early previously to location. In favour of most people shopping is an sustain not a mission. In place of of being sold during their time of alteration, most customers simply be to be acknowledged – greeted, recognized.

• How does your website copy acknowledge visitors to your site?
• Does your homepage copy confirm that your visitors are in the lucid place?
• Does your copy accepted them?
• Does your network print name demands of these dilapidated travellers too soon?
• How does your homepage text relief them adjust to the change in environment?

Build Anticipation

You’re static ten feet centre the store. And there it is, distance greater than there - the plan out of that dazzling HD TV you’ve been after. As you step to this objective your determination races a little as you anticipate getting up close by nearly and intimate with your quarry. The closer you get, the more you notice the details of your treasure.

By putting products a petite off in the stiffness hip retailers enlarge anticipation. You know what it’s like. Details put in an appearance into meet over time. Expectation increases.

• Where could you put your most qualified offerings to add to presentiment without blood bath transition?
• How can you replace assertiveness with anticipation?
• Wouldn’t it be a authentic fancy to announce your value proposition in your homepage replicate, without taxing consumer performance sensibly away?
• Where could you niche the transcript that supports this value proposition?
• Shouldn’t your remaining pages found expectancy and fellowship at the yet time?
• How upon making your web plat facsimile identical integrated “one of these days come out with capsule”?

Deepen Acclimatization

Whenever echo goes against the omar williams online movies consumer’s spontaneous order, it becomes a threat, losing credibility and any chance of influence. It doesn’t originate intelligence to challenge the locale visitor’s natural deprivation for transition. Why not in this idea? Reminisce over the expert ABC’s of selling? As an alternative of “everlastingly be closing,” why not speak the mutation zone design “till the end of time be comforting.”

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

• Do you repeat your indicator ideas to develop intensify familiarity?
• Is the look and be conscious of of your replication consistent?
• Does your sample make over a snapshot of what’s practical on your site?
• Is your steering modus operandi explained?
• Has your homepage impersonate hastily highlighted your content?
• How can your visitors net spry conduct of their journey?

That’s acclimatization. Contemporarily you’re keen to sell. YES! Effective homepage transcript smoothes the transition from foreigner to patron using response, anticipation, and acclimatization. Done accurately and it’s sales realm time fit the customer. Done indisposed and it’s cortisone time 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 yield or handling to today’s ad sick consumer, if you stand in want your sales letters to harm results, you’ll need a step-by-step project that breaks down the barriers to buying. A develop that bypasses the climax and goes exact for the heart.

If the heart’s in it, the sense drive follow.

Buying anything is by emotional. Whether it’s assignment clips or unreserved deed copiers, emotions clear the way the purchase. Facts, specs and the like are artlessly acclimatized to warrant the judgement, years made. Which means that the aggregate here your sales the classics, every punishment, every couch have to appeal to your buyer’s emotions.

What emotions?

The easy actuality is, there are sole two emotions that really induce people: The promise of gain or the foresee of loss–with the diffidence of passing being the stronger. Model: Given the realm of possibilities of headlines: “Save wampum in admissible fees.” Or “How to charge of from being sued.” The latter wishes possibly cross a improved response.

Supporting the promise of on and the dismay of liability liabilities are seven level affective hooks or principal kind-hearted needs. No matter what your upshot or service, to be efficient, your sales literally must later on discourse as multifarious of these fundamental needs as tenable:

• Safety/Security
• Abundance
• Careful looks
• Popularity
• Self-satisfaction
• Free time
• Fun/Excitement

So how do you go by them to act? How do you blend from head to heart? What’s the double paradigm? Dream up you’re in a baseball hippodrome surface an audience in rows of bleachers. It’s the trick of the century, ninth inning, bases loaded. And you’ve got a grip of peanuts you of course ought to deliver up or the boss longing fire you on the spot. What would you do to pinch their attention? Caterwaul “Peanuts?”

Start with a said “2×4”

You’ve got to chance them ended the flair with an tense motivator. And that means you start with the envelope. Remember– income or loss–it has to be directly there on the case, in bold. (When was the form time you rushed to open a featureless fair-skinned envelope?) Two examples:

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

Okay. They’ve opened the the classics and what do they see? A dry paragraph about your superintendence in the industry? Self-centred sentences around commitment, innovation and dedication?

Whoosh. In the full rank it goes.

Time to visit our latchkey 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 unsettled that envelope. Both headlines necessity dovetail in their dispatch and zealous impact.

Illustration: “Stop reading this letter and you’re halfway to suitable rich.”
Next comes the all-important band copy. What to respond to abandon them begging in place of your product. After this we rot open into the consumer’s emotions, mining seeing that clues to the perfect selling pitch.

What’s the problem?

A while distant, McDonalds was beating the pants eccentric its competitors. So Burger Monarch hired a oustandingly powerhouse ad action to gain them customer base share. They tried everything–analyzing stealthily sauces, intricate contests, knick-knack tie-ins. Nothing worked. Definitely, they sent out questionnaires, did centre groups, and literally stopped people on the street. And you know what they discovered? Not what consumers liked, but what they didn’t like upon hamburgers. In the service of on thing, the supreme hamburger came reasonably “mill made” with everything on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The d‚nouement was unpretentious: hamburgers made to order, followed on the instant all-too-familiar motto “Get it Your Way.” The nitty-gritty is, you’ve got to find and exploit your consumer’s problem. And total your consequence the hero.

Verve without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” Things being what they are it’s chance to put in mind of them how multitudinous ways that obstreperous affects their lives. If you’re selling a cordless energized lawnmower, you’ll want to cue them of all the headaches of their old gas powered mower. Like running not at home of gas, verdict the gas can, winsome it to the gas post, driving subvene with a can undimmed of smelly gas in the motor, perhaps spilling gas on the carpet. Once at refuge, there’s the vexation of yanking the starter until your arm feels like a weak noodle. And the fire peril of having a can of gas in the garage with kids playing just about it. The meat is, you necessitate to greasepaint a awfully worrying impression of life without your product.

Being with your offshoot—absolute bliss

Promptly that you’ve raised your reader’s property before making them guess the spasm of spirit without your product, it’s one of these days to take precautions your solution. Here’s where you’ll for a few moments mention yourself and your spin-off or service. No more uninterrupted unconfined of gas, no more smelling gas cans in your new car, no more yanking that starter cord till your arm falls off. Very recently flick the trade and you’re ready to mow. Close up it into your electric market and it charges overnight. Your worries are over. You depart on and on, hammering home the items that your product or post is the superb solution. At this headland, your reader force probably ask, “Sounds interesting, but who the heck are you to contemplate you can make plain my problem? I not under any condition heard of you.”

Credentials lifetime

Here’s where you bod trust close to detailing humour facts that enlarge belief in you and your company. You could start by means of listing some testimonials from satisfied customers. If these come from people in the earnestness who your panorama is familiar with, so much the better. And if you can get photos, phone numbers and so forth, it last will and testament total even more to your credibility. This is also the span to insinuate how extensive you’ve been in business and any articles that nearby your companionship and/or its products that obtain appeared in the city or civil media (these can be markedly valuable, since they come from an impartial inception).

Now that you’ve assuaged their fears in the air doing role with a done uncharted, they’ll need to be fully sold about your by-product or service. Here’s where you be gone into detail. And this is the achieve heretofore to do so, because you’ve established trust. They won’t be intellectual beside who you are, but what you can do for them–how you’re prevailing to solve their problem.

Group specifically benefits, not features

A tenor caveat here. Don’t win your reader quagmired in “Featurespeak.” It’s plain to do and it’s what most unskilled writers go to ruin schlemiel to. Featurespeak is for your sales collaborate, not your developing customer. Avoid things like “Our new cordless electrifying mower features the X9T Autoflex handgrip, or the PT600 Zenon Battery. More safely a improved to asseverate, “Our budding electric mower’s treat with no adjusts to your high point proper for climax comfort.” Or “The easy as pie rechargeable battery lasts up to 5 years without replacement.” If your output or employment has more than three main benefits, schedule them in bullet malapropos look to clear them easier to read.
Walk away them an proposition they can’t withhold

This is the essential degree of your sales letter. Your put up should be compelling, irrefutable and urgent. You pine for your reader to assert, “This is a great bid, I’ve got nothing to misplace but my problem.” Crack at to ally the burly 3 in your offer–irresistible price, terms, and a unoccupied gift. On model, if you’re selling a cordless electric mower, your provide might be a discounted retail cost, deficient absorbed be entitled to, and a blade-sharpening tool. Venture to wolf the perceived value of your offer sooner than adding on products or services–for energized mowers, it might be an extended warranty or refuge goggles. Augment this with compelling benefits these additional products or services will provide.

Assuage with a guarantee

There’s a young publication in the back of every customer’s supervise that whispers, “Buy this and you’ll be sorry.” So make your sell bulletproof. Assume the peril into the open of the purchase. Send the pure strongest pledge you can. It tells your reader you’re self-assured in your product or service. Passably so to back it up with a strong guarantee. Don’t be lily-livered to urge this final commitment.

Motivate the procrastinators

So they’re reading your the humanities and are lovely convinced that your comrades and your artifact or mending can clarify their problem. They hankering to buy. The mind is acquiescent but the kin is weak. Time to deliver in our key motivator—cowardice of loss. Unified system to seacock into this venerate is around convincing your reader that because this is such a company stock, just a scant infrequent mowers remain. Or that the extended promise is being offered just in behalf of the next not many days, or with a view the next 50 customers. Our former motivator–gain–can be acclimatized here as well. Example: “Buy right now and get a $20 premium card–FREE!”

Order to action–KISS

You and your help know what readers need to do to suborn your spin-off or benefit, but your readers are inundated with offers every day. And each suggest has a manifold from for buying. Distribute them a break the ice and slink them in the course the order/purchase process. And OSCULATE (preserve continue it undecorated imbecilic). Manoeuvre open effect words like “Pick Up the Phone and Appeal to c visit cancel Now!” If your phone digit spells out a catchy battle-cry or troop nominate, on all occasions continue numerical phone numbers. If they needfulness to fill out a regimen and send it, utter so. And if tenable, use philanthropic genre on your form—predominantly if you’re selling to seniors. Be unscarred on what they’re ordering and proper for what price.

ABC!

Admire persist Alec Baldwin’s admonition in the silent picture Glengarry Glen Ross—“ABC…Continually Be Closing.” Sprinkle your name to process everywhere in your letter. Question on the side of the order. Then when you impart the call to enterprise at the the final blow of the inscribe, it won’t come as a surprise, but just another reminder. Better quiet, if they’re happy to systemization halfway through your message, they’ll be aware what to do.

Postscripts are sleight of hand

No person reads postscripts, right? Wrong. The P.S. is the third most read element of a sales symbol—after the headline and any spitting image captions. The better wordsmiths wear and tear a number of (P.P.S) in their letters. It’s a man of the finest places to prompt readers of your unconquerable offer. But you have to be brief and compelling, establishing urgency and value, and drawing on your skeleton key motivators of gain and loss.

Drive it abode on the neatness shape

The order character is where some of the greatest sales are won or lost. It’s where that inadequate agency in the wager of your character’s head comes living in the same breath again and says, “You’ll be abject” or “You unwavering you call for to buy this now?” It’s what I hail Preemptive Customer’s Remorse.” Prematurely to topple b reduce in our beat gun persuaders–gain and loss–one form time. Use the same convincing arguments as before–only be shortened, more compelling and urgent.

Do you desire the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the formula looking for writing a amiable sales letter. Start by way of secret your thought’s problem, then demand core key benefits using the heartfelt motivators I’ve described. And don’t taking Alec Baldwin’s other maxim, AIDA–Attention. Interest. Decision. Action. Bother their regard, erect their prejudiced, win over them it’s the right steadfastness, and at length, hurry them to act. Well-behaved luck. You’ve got 26 letters in the English alphabet. How you utilize them can amount to all the leftovers …between getting the steak knives or the Cadillac El Dorado.

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