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Legal Writing

: Manage Your Writing

This week: Repair--no, fix--your writing

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In his book Selling the Invisible, Harry Beckwith writes:

The famous direct-mail writer John Caples once changed one word in an ad--substituting "fix" for "repair"--and increased the response to the ad 20 percent.

This week, as you revise, look for opportunities to do the same, replacing longer words with shorter, simpler ones. Who knows? Your positive responses may increase 20 percent.

 

Full post as published by Manage Your Writing on January 24, 2011 (boomark / email).

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