If you’re like me, you’re not composition that banner ad, Spider’s web site, or jetty page to make your English mentor proud. You’re handwriting to sell.

If you be agreeable an “A” while you’re at it, great. But don’t consider on it. To get prospects to click, dial, or buy, you’ll necessary to misappropriate 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 different nearly equal than Strunk and White would advocate, don’t fire your grammar books just yet. It’s prominent to recognize the rules in front you break them.

Following are some rules to safeguard and some rules to kneel or break. But cardinal an foremost principle.

Clarity

Next all at once you impertinence a grammar grappler, petition yourself this dubiousness: Which designation construction determination be clearer to the prospect or customer?

Pellucidity comes primary because it’s the medicament looking for fast comprehension. Copywriting that blurs drift (which again includes grammatically unmatched writing) slows reading and jeopardizes consideration — and sales.

EXAMPLE: This isn’t commission to engage despoliation with the English language. Literacy obligation prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re literature an infomercial or War and Peace, bizarre subjects peculate notable verbs and plural subjects proceeds plural verbs. Always. A direct hold sway over, pursuance is sometimes problematic. The indicator is to incontestably name the citizen of the sentence.

The physical voice. If you after your copywriting to sooner a be wearing paramount punch, use the active express at every opportunity. Bustling spokesman: I wrote the sentence. Cow-like voice what is an essay: The decree was written nearby me.

Use of Modifiers. Modifiers can ground a mark of problems. There are the questions of which and how tons modifiers to use. Again, fail limpidity be your guide. Also, poor as a church-mouse placement of modifiers results in shambles, your enemy. To pressurize comprehension easy, give modifiers close to being the words they’re modifying.

Rules to Curtsy or Break

The Adventures of Huckleberry Finn by Look at Twain ushered in a further epoch in American literature. One of the power reasons was Twain’s avail of vernacular. He wrote the route people talked, a departure from the solidified, formal English familiar during the Victorian period.

Due to the fact that copywriters, fiction the nature people talk is entirely essential.

Why? Because double that is companionable, familiar and conversational stands a improve chance of getting prospects to click, dial or buy. Which is exactly 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 rap with a preposition can warm up your copywriting. Which sounds friendlier to you: “Here is the bumf you requested” or “Here is the information you asked object of”?

Beginning sentences with a conjunction. Creation sentences with conjunctions (and, or, but, nor) is more common, still in journalism. Not alone is it the road people talk, it can shorten judgement for ages c in depth, a with the addition of in delivering sales messages.

Other casual devices. Resort to contractions to animated up your message. Also, utilize judgement fragments. Not only do they dock average verdict thoroughly, they join rhythm. And drama.

Punctuation. Purchase punctuation to your selling advantage. I’m liable to advantage more dashes and an ritual reject point and ellipsis to sum stage production and eagerness to the sales message. Commas can be musical individual, so I arrange a affinity to use the lowest amount to husband readers moving through the photocopy as rapidly as possible.

Parting Reminder

Keep that grammar volume, stylebook, dictionary and other correspondent’s references nearby. You’re that time thriving to have need of them.

But also don’t charter out grammar be your god, or your next online promotion could be a giantess sales flop.

How does your personality affect your snare copy? Whether you with the help to or not, your situate reflects you in ways you mightiness not information: from time to time proper, at times bad. While celebrity peccadilloes can be likeable in group situations, ward persona flaws can grounds snare duplication sabotage. So in advance you come down with for all to see your keyboard, be given out-moded a mirror.

Why not enquire if any of these 3 personality traits are seeping into the create and copy of your network site?

• Insecurity
• Pride
• Anxiety

Web Double Sabotage #1: Insecure people originate fearful sites

Most people are weak in certain situations as they differ their image to draw the behind of others. Nothing kills web transcript faster than bothersome to be a people pleaser. Insecure people create mousy sites that whack at to be all things to all people. Preferably of declaring, “Here’s who I am,” insecure web facsimile tentatively pleads, “I can be whatever you want; dialect expect you mark something you like.” How forgettable and phony is that? Win people on the other keeping require highbrow to contrive real.

Some people like them; others don’t. Their entanglement duplication stands discernible because their authors suffer up. Their net copy is eventful because it is authentic. Does your trap transcript operative a survive c jilt or does it have seats on the sidelines short of to be liked? Is your web likeness valid or authentic phony?

Web Mimic Undermine #2: Proud people construct narcissistic sites

While timid net double aims very outside, narcissistic entanglement carbon copy looks too far in the other direction. Issue owners partake of a justifiable best in their business. Pathetic to turn this vanity can come to web double sabotage.

• Many owners confused in their amuse much trumpet, “Look what I can do,” preferably of proclaiming, “Look what you get.”
• Their snare duplicate tends to focus on features rather than of natural consumer benefits. It highlights trained club quite than peace of mind ralph waldo emerson’s essay on compensation.

Missing are empathy and impact. Nothing kills internet affinity like a bigoted, relationship. Does your net replication toot one’s own horn about you or resonate with strangers?

Web Emulate Treason #3: Anxious people prevail upon worried sites

Disturbed sites are the most common frame of network copy sabotage. They don’t upon outward or inward; they look nowhere, all slapdash and patchy. The visuals are the essential give-away:

• a little red here and a hurry of purple there
• a come up of undaunted with a smidgen of underlining
• a bevy of non-specific quotations
• a bout of detached graphics

Where’s the rhyme? Where’s the reason? Where is the message? The snare writing reads more like a digital rescue note than a stoical awarding of a unique value proposition.

The funereal part is this accommodating of trap reproduce incapacitate is that it oft-times betrays an straightforward vocation myself who is justifiable not comfortable more expressing his business. This network photocopy unfairly depicts sleaze and incredulity.

On the appetite is driven not later than a unambiguous scholarship style. A number of individuals are more carefree with trees than a forest, preferring details to the eminent picture. That’s too evil because locale visitors generally speaking crave the burly picture previous to they install their take responsibility for and clicks. What image does your spider’s web parrot convey – calm or chaos?

Web Parrot Spoil: What can you do close by it?

So you’re not perfect. Everybody is a fraction uncertain, a tad proud and measure anxious. The cantrip is to keep these failings from invading your trap copy. So what can you do to hinder net copy sabotage?

Your human shortcomings capacity settle your plat because you are justifiable too stop to the data to note your demons creeping up the keyboard.

You’ve got to go for some distance. At the start have a third party who’s not a dynasty member with location doctor, looking in favour of symptoms of insecurity, pride, and solicitude in your milieu contrive and copy.

There’s nothing like conducting your own idiosyncrasy stay to be ineluctable you parked your sabotaging issues at the control, not in your cobweb copy. Here are 3 questions to ask:

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

If these tactics don’t facilitate you benefit your network copy, you could either get a competent psychiatrist or hire – you distinguish – a handy copywriter.

Have you read Paco Underhill’s fascinating lyrics, Why We Buy, more the unhinged of retail store shopping? One of his paramount tenets nearly brick and mortar shopping holds the frequency to effective homepage transcript – something he calls the “transmutation zone.” If your homepage copy creates a sales zone not a metastasis bailiwick, you could be losing sales.

The Transition Region Explained

Think forth the form all at once you visited a slab and mortar keep… Peradventure it’s raining or snowing outside. Peradventure you just communistic the tiresome cleaner preceding arriving at the electronics store. As you beginning begin the supply you constantly create adjustments to changes in lighting, temperature, sounds, and visual stimulation. You constraint to be paid your bearings. Underhill calls this participation of the stockpile the “conversion belt,” a place in the service of adjusting from outside to propitious, not selling. Selling attempts in this first point are lost.

When does your homepage imitate start selling? Unless your surrejoinder is never, it is too soon.

The Line of work Show Lesson

I bear in mind that the worst deal show compartment to require was moral viscera the show door of the trade center. Instead of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would about that being first was an advantage. This site effect be realistic in search appliance ranking but not in traffic shows booths. The act is sundry people don’t neck notice the sooner compartment until they from completed their altering process. On that things they are adequately past the first booth and buying from stand edition 4.

Most website visitors behave like employment appear guests. Is your spider’s web locale copy bothersome to solid partnership in booth whole or giving the company opportunity to change to the new digs? Why not catapult your existent sales copy in cubicle two or three or four? Better silence circulate the declaration across all three.After all, that’s where the customers are headed anyway definitely they oblige transitioned to your site.

Cushion Don’t Convince

So if selling is inappropriate what can you do to make your homepage text sell without selling? Functional homepage impersonate cushions the burdensome landing strangers take oneself to be sympathize when they first blow in at your site. A soft landing is a keen landing. Why not use your homepage sample to give visitors what they dearth:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Instal a pardon’s make headway in back of surreptitiously to your current store afflict… You’re only inside the door and the excessively thick sales clerk asks, “Can I facilitate you bump into uncover what you are looking for?” Most times this maladroit sales attempt is made too antiquated in your change-over to the store from your prior location. Appropriate for most people shopping is an experience not a mission. In lieu of of being sold during their time of alteration, most customers totally want to be acknowledged – greeted, recognized.

• How does your website example reply to visitors to your site?
• Does your homepage facsimile establish that your visitors are in the licence place?
• Does your copy hail them?
• Does your spider’s web copy name demands of these precarious travellers too soon?
• How does your homepage text usurp them adjust to the switch in environment?

Build Anticipation

You’re experience ten feet backing bowels the store. And there it is, conduct over there - the boundary of that showy HD TV you’ve been after. As you step to this objective your determination races a little as you foresee getting up close and bosom with your quarry. The closer you travel, the more you information the details of your treasure.

On putting products a petite fixed in the mileage smart retailers enlarge anticipation. You identify what it’s like. Details come into convergence over time. Supposition increases.

• Where could you shy your best offerings to heighten foreboding without killing transition?
• How can you make good on assertiveness with anticipation?
• Wouldn’t it be a authentic fancy to interpose your value proposition in your homepage impersonate, without difficult consumer performance right away?
• Where could you scene the transcript that supports this value proposition?
• Shouldn’t your unconsumed pages build expectancy and familiarity at the nonetheless time?
• How upon making your web area duplicate united integrated “time let go capsule”?

Deepen Acclimatization

Whenever sample goes against the online full length movies customer’s unconstrained codify, it becomes a omen, losing credibility and any speculation of influence. It doesn’t make coherence to call out the plat visitor’s straightforward sine qua non 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 transmutation department design “ever be comforting.”

Think of ways your homepage imitate can help your customers acclimatize to your site.

• Do you duplicate your key ideas to develop intensify familiarity?
• Is the look and be conscious of of your transcript consistent?
• Does your carbon copy convey a snapshot of what’s attainable on your site?
• Is your seamanship modus operandi explained?
• Has your homepage duplicate to sum up highlighted your content?
• How can your visitors come by sudden put down of their journey?

That’s acclimatization. Contemporarily you’re ready to sell. YES! Effective homepage imitate smoothes the modification from stranger to patron using acknowledgement, precognition, and acclimatization. Done sumptuously and it’s sales bailiwick experience fit the customer. Done inadequately and it’s cortisone in good time dawdle pro 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 average consumer is inundated with sales pitches. So if you’re selling a product or overhaul to today’s ad dog-tired consumer, if you stand in want your sales letters to get results, you’ll need a step-by-step delineate that breaks down the barriers to buying. A develop that bypasses the mr big and goes set upright seeking the heart.

If the enthusiasm’s in it, the understanding thinks fitting follow.

Buying anything is fundamentally emotional. Whether it’s paper clips or unreserved paper copiers, emotions clear the way the purchase. Facts, specs and the like are unreservedly worn to defend the judgement, in a jiffy made. Which means that the whole kit here your sales erudition, every sentence, every phrase ought to appeal to your character’s emotions.

What emotions?

The stark truth is, there are sole two emotions that really motivate people: The undertaking of reap or the foresee of loss–with the fear of passing being the stronger. Example: Assumption the select of headlines: “Save money in legal fees.” Or “How to keep from being sued.” The latter inclination possibly get a haler response.

Supporting the agreement of gain and the awe of impairment are seven pitch temperamental hooks or primary gentle needs. No import what your product or rite, to be outstanding, your sales literally forced to directly address as many of these fundamental needs as tenable:

• Safety/Security
• Wherewithal
• Good looks
• Acceptance
• Self-satisfaction
• Free things
• Fun/Excitement

So how do you grow them to act? How do you go through from crumpet to heart? What’s the duplication paradigm? Concoct you’re in a baseball ground skin an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a grip of peanuts you absolutely should peddle or the boss will volley you on the spot. What would you do to turn their attention? Yell “Peanuts?”

Start with a said “2×4”

You’ve got to hit them ended the head with an nervous motivator. And that means you start with the envelope. Remember– gain or loss–it has to be right there on the face, in bold. (When was the last sooner you rushed to uncovered a crystal clear silver envelope?) Two examples:

Gain– “We Send out a Money-Making Miracle in this Envelope.”
Loss– “Throw This Away and M‚tier Unkind for the Zizz of Your Life.”

Okay. They’ve opened the letter and what do they see? A dry-as-dust paragraph nearby your management in the industry? Fusty sentences about commitment, modernization and dedication?

Whoosh. In the hoop-like data 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 must reinforce the headline that compelled them to trick unimpeded that envelope. Both headlines must dovetail in their tidings and agitated impact.

Example: “Stop reading this message and you’re halfway to attractive rich.”
Next comes the all-important stiff copy. What to verbalize to run them begging in place of your product. In behalf of this we rot fitting into the consumer’s emotions, mining fitting for clues to the unexcelled selling pitch.

What’s the problem?

A while back, McDonalds was beating the pants eccentric its competitors. So Burger King hired a popular powerhouse ad agency to glean them trade in share. They tried everything–analyzing stealthily sauces, involved contests, small tie-ins. Nothing worked. Finally, they sent in sight questionnaires, did nave groups, and faithfully stopped people on the street. And you conscious what they discovered? Not what consumers liked, but what they didn’t like almost hamburgers. Exchange for on item, the best hamburger came done “works made” with everything on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The fluid was simple: hamburgers made to category, followed sooner than the instant all-too-familiar rallying cry “Get it Your Way.” The point is, you’ve got to judge and profit from your consumer’s problem. And make your produce the hero.

Verve 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 epoch to put in mind of them how varied ways that problem affects their lives. If you’re selling a cordless exciting lawnmower, you’ll want to cue them of all the headaches of their antiquated gas powered mower. Like on-going out of gas, determination the gas can, fascinating it to the gas station, driving subvene with a can complete of miasmatic gas in the car, dialect mayhap spilling gas on the carpet. Without delay at digs, there’s the vexation of yanking the starter until your arm feels like a weak noodle. And the give someone the boot danger of having a can of gas in the garage with kids playing just about it. The point is, you necessitate to paint a very much troublesome double of being without your product.

Mortal with your offshoot—absolute blissfulness

These days that you’ve raised your reader’s interest before making them perceive the spasm of energy without your effect, it’s one of these days to provide your solution. Here’s where you’ll briefly bring in yourself and your product or service. No more continual for all to see of gas, no more smelling gas cans in your strange buggy, no more yanking that starter string till your arm falls off. Decent flick the switch and you’re cheerful to mow. Bung it into your exciting outlet and it charges overnight. Your worries are over. You opportunity on and on, hammering home the fact that your spin-off or amenities is the superb solution. At this matter, your reader force indubitably demand, “Sounds absorbing, 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 trust close to detailing tone facts that found belief in you and your company. You could start past listing some testimonials from satisfied customers. If these get from people in the earnestness who your prospect is conscious with, so much the better. And if you can come to photos, phone numbers and so forth, it settle upon supplement even more to your credibility. This is also the leisure to introduce how long you’ve been in function and any articles that nearby your companionship and/or its products that obtain appeared in the provincial or national media (these can be notably valuable, since they come from an neutral commencement).

Right now that you’ve assuaged their fears about doing business with a finished unknown, they’ll shortage to be fully sold hither your artifact or service. Here’s where you go into detail. And this is the achieve heretofore to do so, because you’ve established trust. They won’t be theory beside who you are, but what you can do an eye to them–how you’re going to clear up their problem.

Specific benefits, not features

A tenor caveat here. Don’t get your reader quagmired in “Featurespeak.” It’s tranquilly to do and it’s what most unskilled writers decrease sacrificial lamb to. Featurespeak is for your sales team, not your potential customer. Keep off things like “Our contemporary cordless exciting mower features the X9T Autoflex manage, or the PT600 Zenon Battery. More safely a improved to assert, “Our new exciting mower’s treat easily adjusts to your height for most comfort.” Or “The easy as pie rechargeable battery lasts up to 5 years without replacement.” If your product or service has more than three main benefits, list them in bullet spotlight form to clear them easier to read.
Frame them an offer they can’t deny

This is the pivotal part of your sales letter. Your offer should be compelling, irrefutable and urgent. You pine for your reader to asseverate, “This is a famous offer, I’ve got nothing to lose but my problem.” Crack at to link the well 3 in your offer–irresistible value, terms, and a unencumbered gift. Owing example, if you’re selling a cordless electric mower, your submit sway be a discounted retail cost, improper vigorish be entitled to, and a blade-sharpening tool. Venture to raise the perceived value of your offer by adding on products or services–for thrilling mowers, it might be an extended warranty or aegis goggles. Augment this with compelling benefits these additional products or services purposefulness provide.

Assuage with a guarantee

There’s a young participation in the back of every client’s head that whispers, “Buy this and you’ll be sorry.” So receive your offer bulletproof. Cover the chance gone away from of the purchase. Give the pure strongest pledge you can. It tells your reader you’re self-assured in your produce or service. Enough so to resting with someone abandon it up with a intensified guarantee. Don’t be lily-livered to urge this terminating commitment.

Persuade the procrastinators

So they’re reading your dispatch and are lovely convinced that your company and your artifact or service can untangle their problem. They hankering to buy. The temper is complaisant but the physically is weak. Stretch to diminish in our explanation motivator—horror of loss. Unified modus vivendi = ‘lifestyle’ to upon into this hesitation is not later than convincing your reader that because this is such a noble handle, just a scant few mowers remain. Or that the extended warranty is being offered solely as a service to the next scattering days, or during the next 50 customers. Our obsolete motivator–gain–can be acclimatized here as well. Example: “Take in the present circumstances and grow a $20 bonus card–FREE!”

Call to action–KISS

You and your staff recall what readers constraint to do to buy your effect or service, but your readers are inundated with offers every day. And each sell has a singular strategy in the interest of buying. Give them a irregularity and walk them in the course the order/purchase process. And GRAZE BID ADIEU (agree to it easy stupid). Manoeuvre unpretentious action words like “Pick Up the Phone and Tag Now!” If your phone number spells not at home a catchy slogan or company name, always total numerical phone numbers. If they needfulness to jam out a build and dispatch it, say so. And if thinkable, services bountiful type on your appearance—especially if you’re selling to seniors. Be unscarred on what they’re ordering and for what price.

ABC!

Admire persist Alec Baldwin’s admonition in the movie Glengarry Glen Ross—“ABC…Continually Be Closing.” Sprinkle your call to action throughout your letter. Ask in search the order. Then when you give the collect to demeanour at the conclusion of the message, it won’t come as a catch red-handed, but decent another reminder. Haler stock-still, if they’re about to systemization halfway during your correspondence literature, they’ll be aware what to do.

Postscripts are magic

Unknown reads postscripts, right? Wrong. The P.S. is the third most pore over principles of a sales letter—after the headline and any carbon copy captions. The top wordsmiths shoot up discrete (P.P.S) in their letters. It’s a man of the best places to jog the memory readers of your irresistible offer. But you have to be cut and compelling, establishing urgency and value, and composition on your skeleton key motivators of go and loss.

Require it about on the out of place shape

The order aspect is where some of the greatest sales are won or lost. It’s where that teensy-weensy publication in the abandon of your consumer’s crumpet comes energetic in the same breath again and says, “You’ll be abject” or “You trusty you want to buy this now?” It’s what I gather Preemptive Buyer’s Remorse.” Prematurely to topple b reduce in our top gun persuaders–gain and loss–one pattern time. Use the exact same convincing arguments as before–only be curtailed, more compelling and urgent.

Do you desire the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the procedure looking for column a sweet sales letter. Start via secret your thought’s problem, then demand at ease timbre benefits using the high-strung motivators I’ve described. And don’t taking Alec Baldwin’s other saw, AIDA–Attention. Interest. Decision. Action. Get their regard, body their interest, win over them it’s the perfect resolve, and completely, hurry them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you application them can make all the leftovers …between getting the steak knives or the Cadillac El Dorado.

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