were mentioned in a news article. What type of response did you get? Most assuredly it was a much better response than to one of your "sales" ads.   8. Use Sub-headlines for Dual Readership   People tend to skim through letters to look for something that interests them before they read them in their entirety. You should give them a way to skim through your letter and get the message at the same time. To do this use sub-headlines. A reader should be able to skim through the letter and get a pretty good understanding of what youre talking about.   Sub-headlines also break up your paragraphs and make it easier and more inviting to read your copy. Each headline should pull you into the next paragraph. This is how you keep your reader interested and reading. Consider using some of the headlines that you didnt use when creating the primary headline. Many of the "throw away" headlines that you developed are probably great candidates for putting in the body of your letter.   9. Typestyles   Dont use several different fonts when writing your copy. At a maximum, use only two. Never use all capital letters in your letter or headline. It makes it difficult to read and gives the impression of shouting. You want the meaning and message of the headline to shout, but not the letters themselves.   Stick with typestyles that have serifs, which are the curls on the letters. I am writing right now in Times Roman, which is a serif font. (Hint: if you are writing copy for the web youll want to use a font such as Arial rather than a serif font.)   10. Use Non-Round Numbers   Studies have shown that people believe copy more when non-round numbers are used. For example, if you list "7 Ways to Kill a Cockroach", youll give the impression that there are only seven ways. By contrast, "10 Ways to Kill a Cockroach" might give the impression that there are a lot more ways, but that you just decided to list ten. Non-round numbers just sound more believable.   In a study done by the Wall Street Journal the number seven (7) has been found to be a number in which more people respond to. So try to end your numbers with a seven.   11. Guarantees   The more powerful the guarantee the lower the risk you put in your offer. People fear guarantees because they think that people will take them up on it and theyll be out of business or spend all their time refunding purchases. This simply isnt the truth. The truth is that most people dont return their purchases and dont take advantage of guarantees.