Updated: Mar 14, 2018
I was reviewing another copywriter's copy the other day. While doing so, I shared with her a lesson I learned more than 18 years ago from a top-level copywriter when I first started freelancing.
It's a small and simple tweak that can have a big impact on your copy.
It all starts with the letter "s".
Take a look at this excerpt from a sales page this writer shared with me for a memory-boosting supplement:
The following bullets appear after introducing the product...
BOOST Circulation, Blood Flow and Oxygen to Your Brain
IMPROVE Your Memory and Recall Speed
STRENGTHEN Your Powers of Concentration and Focus
INCREASE Your Intelligence (as measured by IQ scoring)
DESTROY Nasty Plaques That “Speed-Age” Your Brain
REVERSE Age-Related Cognitive Slow-Down
But what if you simply add the letter "s" after each of those verbs at the beginning of each bullet?
BOOSTS Circulation, Blood Flow and Oxygen to Your Brain
IMPROVES Your Memory and Recall Speed
STRENGTHENS Your Powers of Concentration and Focus
INCREASES Your Intelligence (as measured by IQ scoring)
DESTROYS Nasty Plaques That “Speed-Age” Your Brain
REVERSES Age-Related Cognitive Slow-Down
It's a subtle but significant difference. That's because without the "s" after each verb, it reads as if the PROSPECT has to do the work...
But with that little "s" at the end, it's now the PRODUCT that's doing all the work. It's the one that BOOSTS, IMPROVES, STRENGTHENS, etc.
There are dozens more simple tweaks that can make a dramatic difference in how powerful and persuasive your copy is...ones I've learned and honed over the years.