Like You Talk   People like to talk to people. They dont like to talk to cold, stuffy, know-it-all, big word, non-human robots. But that is exactly how our school and university system teaches us to write. But thats not how people talk.   People would rather read prose that is warm, real, believable, and down-to-earth. They want to have a personal conversation with you. This means you can break all the grammar rules you want, as long as you are communicating on a personal level and youre building your case for taking action.   Dont write long sentences or paragraphs either. They are far too difficult to read. Break up what you say into small chunks of information that are easily digestible. Dont worry too much about grammar. Your reader isnt. They just want something that is easy and interesting to read.   Remember, never forget the goal of your letter. Its not to get a good grade from your English teacher. No, its to get your prospects to ask for more information by either calling you or coming to your store. Dont try to write like you think you should. Write like you speak. Besides, in which scenario would it be easier to make a convincing argument? Standing in front of a thousand people giving a speech or talking to your friend at work?   6. Dont Be Afraid of Long Copy   Here are some important statistics about reading copy. Readership of advertising falls off at two critical points: once at around 350 words, and not again until over 10,000 words. This reveals an important point. If you can get your prospect to read past the first 350 words, you can keep them reading for many more pages.   There is a saying in direct marketing that you can never write copy that is too long - just too boring. I have written successful sales letters that are 14+ pages long!   7. Use Advertorial Style   If you are doing a Val-Pak type of mailing or a co-op coupon book, use advertorial style copy. The term "advertorial" means a combination of editorial and advertisement. It is the art of making a mail piece look like an article.   Research shows that editorial articles get read 5 to 6 times more often than advertisements that look like typical ads. Dont make the mistake of thinking that since YOU dont read ads like that, no one else does.   This is one of the biggest marketing mistakes that people make. They assume the role of the customer and pass judgment. Your reaction to a given type of promotion or marketing effort is irrelevant. It is how the people you are attempting to reach will react. The only way to know the results of the success of your mail piece is to test it.