Tid Bits

Question 1

How to transition from one paragraph to another:

Answer 1

Use transitional elements, such as different type faces and sizes

Question 2

How to build momentum in your copy:

Answer 2

Use momentum phrases in your transition sentences to indicate to your reader the type of material that’s going to follow.

Question 3

Momentum Examples

Answer 3

They paid up to $22.50 a person to learn priceless techniques like these:

You can learn them all, in your own home next weekend, without risking a penny. Here’s how:

Here is the information you will find in this book:

Let me explain.

All I ask from you is this.

What you are going to do, in the very first hour that you receive this book, is this.

And yet it’s only the beginning.

THEN put this simple trick to work for you-that VERY SAME HOUR.

For example-

Read the thrilling answer below.

…to start with…

Just wait till you try this.

Question 4

Incomplete Sentence Examples

Answer 4

And you will do it using nothing more than ordinary tap water, your own ten fingers, and the contents of your garden and your refrigerator.

Question 5

Heart of the Matter

Answer 5

Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.
Actually, it would be impossible for any one advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tried to run against it.