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1. Be Emotionally Compelling



Your words must have power so people take action and buy. Don't be dry, stuffy or boring. Rock their world. What you think is a little ?over the top? is probably just right. Show them empathy, caring and concern that makes them feel connected and helps them quickly suspend their rational disbelief.

2. Learn to Write Great Headlines

This valuable skill is not to be taken lightly. You need to use numerous headlines in a sales letter. They need to grab your customer's attention. Look at advertising headline in major magazines. Experts say a good headline can result in 8-10 times more sales than a so-so headline.

3. Use Magic Words not Tragic Words

Use words like ?amazing, discover, breakthrough, free, happy, money, you, yes, incredible and others. Magic words positively pre-dispose people to your message. Don't overuse but don't underestimate how far a little hype can go. Also, use vocabulary at an eighth grade level or less.

4. Ask Questions

Questions draw readers in and make them get involved. The smart money is on asking only questions you know will get a ?yes? answer. Get potential customers in the habit of saying ?yes? so when you ask them to buy they are positively prone to say ?yes? again.

5. Write to One Individual Reader

Address your copy to one person. ?You? not ?the public? or the mythical ?they.? You'll create a more personal relationship. People buy more from people they feel they have a relationship with.

6. Brevity the Soul of Wit?

Your copy must take reader through the natural buying steps of attention, interest, desire and action. So brief may not be best. Answer every question in your marketing message so they can naturally take action

7. Share Your Triumph over Tragedy Story

People are drawn in by stories of others who have triumphed over adversity. We tend to root for the underdog. Most entrepreneurs have a story of how their product or service helped them. Don't hide that story from view. Take it out, dust it off and watch the magic that happens.

8. Build Urgency and Scarcity

We're bombarded with thousands of marketing messages daily. Build a marketing message that includes a sense of urgency and scarcity so people have a reason to say ?yes? now. Say ?limited quantities? and offer an early bird special for early sign up. Give customers a reason to say ?yes? now.

9. Use Strong Testimonials

You can say great things about you, but a satisfied customer can really brag. To get testimonials just ask. Testimonial should be 4-6 sentences in length and tell a quick story. Each testimonial should answer a different objection.

10. Offer a Powerful Guarantee that Reverses Risk

Many new entrepreneurs worry if they offer a guarantee people will rip them off. In fact you'll gain far more business with a strong guarantee than you'll lose from returns. Make your guarantee simple. Amazingly, the longer the guarantee time, the less likely a person will ask for money back.
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1. Not setting document properties for new projects

Beginners will often create a new project and click OK without paying much attention to the settings in the New Project dialogue.

Quark keeps the settings from the last project you created. If these are inappropriate for the document you are about to create, change the page size, orientation, margin and column guides as necessary.

2. Mistaking margins for the edge of the page

Having set margins when creating a new project, many new QuarkXPress users will still feel inclined to position their text and picture boxes inside the margin guides, leaving an extra space. Remember, the blue lines represent the margin guides not the edges of the page. Normally, the edges of your text boxes will need to be positioned on the margin rather then inside them.

3. Overuse of ruler guides

Ruler guides are created by dragging the vertical or horizontal ruler onto the page. As well as providing a visual reference, guides can be used to align elements vertically and horizontally by snapping elements to them like a magnet. For example, if the tops of two text boxes are snapped to the same guide, both boxes will be the same distance from the top of the page.

Guides are extremely useful aids but, if over-used (as often happens with new users), you end up with a page covered in confusing green lines. Consider using the measurements palette as well: entering the same x measurement for two boxes will align their left edges and the same y measurement will align their tops.

4. Not snapping objects to guides

A classic error beginners make when using guides to align objects is as follows. They drag a guide and align it (by eye) with one of the edges of a box then they snap a second box onto the guide. This means that only the second box is actually snapped to the guide.

Remember that both boxes need to be snapped to the guide to get the full benefit from them. Since one of the edges of the original box was used as a reference point for the guide, it will be almost aligned but not quite: it just needs to be moved slightly until it actually snaps to the guide. Position the mouse pointer over the appropriate middle handle of the box until the cursor changes to a pointing finger. Click and drag the handle so that it snaps to the guide. (If necessary, move the handle away from the guide and then back onto it to feel the magnetic snap.)

5. Misuse of automatic text box

The automatic text box feature in QuarkXPress can be activated when creating a new project: you just click on the check-box marked "Automatic Text Box". It allows us to go into something approaching word processing mode. It should be used when creating multi-page documents consisting mainly of text such as a report or book.

Many new users assume that all this feature does is to automatically create a text box on the page for you, saving you the trouble of doing so yourself, not realising that the text box created in this way has one other special property. When it becomes filled with text, QuarkXPress automatically creates a new page containing another automatic text box linked to the box on the first page.

So if you are creating a single page brochure or advert, an automatic text box is a liability since, if it becomes filled with text for any reason (for example, when you are experimenting with typefaces and font sizes), you end up with an extra page being created.

6. Clicking on the text box tool when editing text

Another simple error new QuarkXPress users tend to make, is clicking on the text box tool then trying to edit text. This one is not so serious since it's a non-starter: the only thing you can do with the text box tool is create text boxes. The correct tool for editing text is the Content tool, the second tool on the QuarkXPress toolbar.

7. Attempting to edit text when the Item tool is highlighted

Another popular type of confusion with the QuarkXPress tools is when to use the Item tool and when to use the Content tool. One often sees beginners trying to edit or import text while the Item tool is selected. Like the previous error, it's not such a biggie since sooner or later you will remember that you have to select the Content tool before you access the text inside the box.

8. Highlighting the Item tool when resizing boxes

Another common Item/Content tool error is that new users will often insist on selecting the Item tool when resizing a box: in fact, resizing works fine regardless of whether the Content or Item tool is selected.

9. Creating too many text boxes

QuarkXPress newbies will often create more text boxes than they need to (This box is for my heading, this one is for my subheading, and so on...), forgetting that the format of text can be changed as many times as necessary within the same box.

Separate text boxes need to be created only where the attributes of different blocks of text cannot be accommodated within the same box: for example, a heading spanning two columns above a two column story.

10. Focusing on the box rather than the content

Beginners in QuarkXPress will often spend a lot of time aligning headings within a text box, for example vertically centring, forgetting that, since the box will not print, all that matters is the position of the text itself on the page.

A good way of curing this one is to get into the habit of pressing F7 (a shortcut for View - Guides). This keystroke toggles the visibility of the QuarkXPress margin and ruler guides as well as the edges of boxes that have no frames. This means that you are always reminded of which elements will actually be visible when the document prints.
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About Author
Both Denisse Michaels & Andrew Whiteman are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Denisse Michaels has sinced written about articles on various topics from Copywriting, Marketing Tips and Web Development. Denise Michaels is a successful marketer, speaker, trainer and marketing mentor. Her amazingly helpful, step-by-step ebook, ?Secrets of Money Making Sales Letters" at
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