Eliminate This Word From Your Ads Now

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Copyright © 2009-2010 Scott Bywater


I'm about to show you a way to make your copy flow better. And it's probably one of the easiest steps that you could ever take to improve your copy.

It involves cutting out the word "that" from your copy whenever it's unnecessary.

For example, the second sentence of this email reads...

"And it's probably one of the easiest steps that you could ever take."

when it could easily read...

"And it's probably one of the easiest steps you could ever take."

Notice how it flows better? Notice how the word "that" was unnecessary in this situation?

Ok, let's look at a few other situations that the word "that" is used?

Notice how I did it again - the word that could easily be cut out of the sentence above ;-)

Here's a few other examples:

There's no other way that you could get the same results as you will with product X.

How do I know that you can cut your accounting bills by up to 50%?

Did you know that your headline is the most important part of your advertisement?

... can you see how the word 'that' can be cut out of each of the examples above?

So here's what you need to do every time you write an ad or a sales letter.

Read through it and check for any instances you can see the word "that" where it is simply unnecessary. And then cut it out of your copy.


About the Author:
As a direct response copywriter, Scott Bywater strives to educate business owners on how to generate more leads, get more of the "right type" of customers, differentiate themselves from their competition, and convert their leads into sales via his underground and "outside of the box" strategies. You can get his copywriting and marketing tips delivered to your inbox via his eye opening "Copywriting Selling Secrets" newsletter available at http://www.copywritingthatsells.com.au/


Read more of Scott Bywater's articles.