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You must anticipate every question in the reader's mind - does it do this? Does it do that? Do i have worry about such and such? - And also overcome every possible objection the reader might have. The company has managed this by leveraging the expectations customer have for high technology, and doing so without the appearance of chintzy bargain-basement carping on low, lower, lowest cents-per-minute. 9 Don't mislead the reader's eye the reason for the point above is that putting the headline below the copy misleads the reader; and the eye is lazy: Gravity forces it down, not up. If more than one person hears a question for the first time, the question is on everyone's mind and is one question that everyone should be each time a question is heard for the second time, write it down.
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And avoid the kind of jargon that - take just one industry as an example - often makes letters from finance companies so impenetrable. The majority of pages are available anyone who can access a computer that connects the . If i didn't know Lycos, it is this constant barrage of the name "Lycos", over and over again, that would make this brand known me (if i was not already aware of it).
