I recently asked my pal David Garfinkel, the brilliant copywriter, if he would give me a summary of the 10 things I need to do to make sure my copy gets block-buster results. (In case you didn't know, David is the creator of Killer Copy Tactics the Web's first online, multimedia interactive course in writing powerful sales copy for all aspects of your business.)

When I asked David for his 10 tips, here's what he told me:

1. Write your headline from your prospect's point of view, not your own.

It's amazing how many business people forget to look at their products and services from the perspective of the people buying them. The sooner your prospects recognize themselves and their own wants and needs in the words you use in your headline, the more they will buy from you.

2. Use the words "You," "New" and/or "How to" in your headline

These are proven words that rivet attention. Hook them up to a benefit your prospect wants, and your response will skyrocket!

3. Make your opening sentence continue what you were talking about in the headline.

If in your headline you promised your prospect a new way to make money, say something in your opening sentence to get them even *more* excited about making money. If your headline promised relief from a problem, use your opening sentence to intensify their awareness of their problem.

4. Tell your whole story, in miniature, by the time the first paragraph is over.

People have a very short attention span these days. If you can telescope your entire sales story down to a sound-bite-in-writing -- think of how they do this on the TV news, where they give you the key points of a story and then say "film at 11" -- far more people will read your copy, and your sales will increase dramatically. Then use the rest of your copy to retell your story, in more detail.

5. Use specific, powerful (and most important of all, true) testimonials.

No matter how honest or persuasive you are, people usually won't believe you in your copy when they first read it. They need to get to know you and trust you... and that can take a while. Unfortunately, you don't have a while -- you have to sell them *right now*. But they will be much more likely to believe other people when those people are singing your praises. It's just human nature. So get testimonials that give you high credibility.

6. Make your copy so easy to read the most irritable, distractable grouch can scan it and totally grasp what you're saying in an instant.

Like it or not, often the busy people with money are in that kind of mood when they read your copy. And if you want them to buy, you want to lull them into madly, wantonly craving what you have to sell them.

7. Use detailed, convincing case studies.

No matter what you're selling, people always have the following question in the back of their minds: "How will this work for someone like me?" A detailed, in-depth case study of someone using your product or service will answer that question -- and when you include a case study like that, far more people will buy from you.

8. Use a powerful guarantee and draw attention to it.

You can't sell on the Web or through mail-order without using a guarantee. So as long as you have to use one anyway, use a strong one and highlight it to the max! Your increased sales will far outnumber any additional returns you might have, and you'll come out way ahead.

9. Edit your copy ruthlessly.

If a word doesn't keep the reader reading by making what you're writing more interesting, or making what you're selling more appealing, cut it out. Copywriting is the art of doing more with fewer words. Every word has to work really hard, and your copy has to be easy to read. The fewer words you have doing the same job, the more people will buy from you.

10. Give one or more free bonuses so it is easier to say "yes" than to say "no."

Just look at what we did with Killer Copy Tactics. There are three free bonuses, each of which is easily worth more than the price of the entire course! Every good direct marketer does the same thing. From free calculators with magazine subscriptions to a free American Express Platinum Card with a new Lexus, bonuses consistently improve response and end up making you more money when you use them.

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Patricia Fripp, CSP, CPAE is a San Francisco-based executive speech coach and award-winning professional speaker on Change, Customer Service, Promoting Business, and Communication Skills. Fripp offers fresh, usable ideas on getting, keeping and deserving customers. She is Past-President of the National Speakers Association, author of Get What You Want! , Make it So You Don't Have to Fake It and numerous video and audio programs on presentation skills, marketing, sales, customer service, leadership, team building and more! Meetings and Conventions Magazine calls Patricia "one of the country's 10 most electrifying speakers." Her clients include IBM, Sears, Merrill Lynch, Pfizer, American Payroll Assn.