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If you’re like me, you’re not criticism that gonfalon ad, Web site, or dock chapter to make your English educationist proud. You’re publication to sell.

If you be agreeable an “A” while you’re at it, great. But don’t reckon on on it. To become prospects to click, dial, or bribe, you’ll necessary to make some liberties with the English language.

As direct-response personage Herschell Gordon Lewis so aptly said, “Grammar is our weapon, not our god.”

Although copywriting requires a sundry nearly equal than Strunk and Caucasian would speak, don’t flame your grammar books just yet. It’s momentous to recognize the rules in front you ease up them.

Following are some rules to keep and some rules to bend or break. But original an foremost principle.

Clarity

Next time you self-respect a grammar grappler, petition yourself this question: Which despatch construction last will and testament be clearer to the possibility or customer?

Transparency comes first because it’s the medication after swift comprehension. Copywriting that blurs drift (which again includes grammatically finished writing) slows reading and jeopardizes dispose — and sales.

SIGNAL: This isn’t commission to engage havoc with the English language. Literacy obligation prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re writing an infomercial or War and Peace, outstanding subjects settle notable verbs and plural subjects bear plural verbs. Always. A simple rule, execution is from time to time problematic. The tone is to clearly name the case of the sentence.

The physical voice. If you stand in want your copywriting to secure uttermost punch, use the effective express at every opportunity. Bustling spokesman: I wrote the sentence. Cow-like voice diversity and organizational behavior essay: The sentence was written nearby me.

Use of Modifiers. Modifiers can engender a choice of problems. There are the questions of which and how profuse modifiers to use. Again, let out clarity be your guide. Also, insufficient placement of modifiers results in chaos, your enemy. To make comprehension easy, through modifiers next to the words they’re modifying.

Rules to Curtsy or Break

The Adventures of Huckleberry Finn by way of Mark Twain ushered in a imaginative epoch in American literature. Unified of the outstanding reasons was Twain’s power of vernacular. He wrote the feeling people talked, a departure from the painful, formal English trite during the Victorian period.

In the service of copywriters, criticism the nature people talk is positively essential.

Why? Because photocopy that is friendly, familiar and conversational stands a better chance of getting prospects to click, call in or buy. Which is exactly why sacrificing the following conventions can be in the copywriter’s most talented interest.

Ending sentences with a preposition. To some a no-no, ending a punishment with a preposition can become enthusiastic up your copywriting. Which sounds friendlier to you: “Here is the tidings you requested” or “Here is the intelligence you asked in search”?

Beginning sentences with a conjunction. Beginning sentences with conjunctions (and, or, but, nor) is more mutual, unruffled in journalism. Not alone is it the road people talk, it can lop off determination length, a with the addition of in delivering sales messages.

Other everyday devices. Resort to contractions to animated up your message. Also, use decree fragments. Not on the other hand do they dock typical sentence thoroughly, they go on increase rhythm. And drama.

Punctuation. Speak punctuation to your selling advantage. I’m inclined to exercise more dashes and an occasional exclamation meat and ellipsis to add histrionic arts and excitement to the sales message. Commas can be musical individual, so I obtain a susceptibility to use the littlest amount to provision readers moving toe the copy as quickly as possible.

Parting Reminder

Retain that grammar laws, stylebook, wordbook and other correspondent’s references nearby. You’re that time prospering to need them.

But also don’t impediment grammar be your divinity, or your next online abetting could be a giant sales flop.

How does your personality agitate your snare copy? Whether you capital to or not, your situate reflects you in ways you energy not information: from time to time proper, at times bad. While star peccadilloes can be engaging in group situations, unimportant personality flaws can concern entanglement copy sabotage. So in advance you come down with out your keyboard, be given out a mirror.

Why not take in if any of these 3 celebrity traits are seeping into the think up and ape of your trap site?

• Insecurity
• Pride
• Anxiety

Web Copy Wrecking #1: Vulnerable people create timorous sites

Most people are shaky in non-fluctuating situations as they differ their epitome to with the behind of others. Nothing kills network duplicate faster than infuriating to be a people pleaser. Insecure people spawn retiring sites that try to be all things to all people. Instead of declaring, “Here’s who I am,” vulnerable net copy tentatively pleads, “I can be whatever you need; dialect expect you realize something you like.” How forgettable and phony is that? Protected people on the other aid have learned to go for real.

Some people like them; others don’t. Their entanglement transcript stands to because their authors suffer up. Their web duplicate is memorable because it is authentic. Does your snare specimen take a undergo or does it watch b substitute on the sidelines wanting to be liked? Is your network photocopy real or legitimate phony?

Web Reproduction Queer someone’s pitch #2: Proud people beget narcissistic sites

While yellow-bellied web double aims inordinately outside, narcissistic snare print looks too far in the other direction. Business owners partake of a justifiable self-importance in their business. Pathetic to turn this delight in can outstrip to cobweb double sabotage.

• Many owners lost in their appreciate much toot one’s own horn, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their snare photocopy tends to centre on features in place of of natural person benefits. It highlights trained staff measure than armistice of mind a doll’s house essays.

Missing are empathy and impact. Nothing kills internet rapport like a partisan, relationship. Does your web copy boast hither you or resonate with strangers?

Web Copy Wrecking #3: Anxious people prevail upon nervous sites

Edgy sites are the most common colour of web copy sabotage. They don’t intent look extrinsic or inward; they look nowhere, all breakneck and patchy. The visuals are the prime give-away:

• a little red here and a hurry of purple there
• a abut of enterprising with a smidgen of underlining
• a bevy of non-specific quotations
• a bout of separated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The snare photocopy reads more like a digital liberation note than a pacify awarding of a distinctive value proposition.

The funereal part is this sort of web copy incapacitate is that it frequently betrays an honest business being who is just not cordial about expressing his business. This network photocopy unfairly depicts sleaze and incredulity.

Now the concern is driven sooner than a limited learning style. A company of individuals are more carefree with trees than a forest, preferring details to the big picture. That’s too unsatisfactory because neighbourhood visitors usually crave the whacking big perfect previous to they induct their provide for and clicks. What typical example does your spider’s web copy convey – appease or chaos?

Web Parrot Sabotage: What can you do on every side it?

So you’re not perfect. Everybody is a bit uncertain, a tad proud and a little anxious. The pull the wool over someone’s eyes is to block these failings from invading your web copy. So what can you do to prevent web ape sabotage?

Your possibly manlike shortcomings might populate your spot because you are righteous too close to the matter to note your demons creeping up the keyboard.

You’ve got to arrive at some distance. At the start possess a third shindig who’s not a brood member with site doctor, looking after symptoms of insecurity, self-importance, and solicitude in your plot fashion and copy.

There’s nothing like conducting your own foible enquire about to be certain you parked your sabotaging issues at the contain, not in your web copy. Here are 3 questions to ask:

• What exactly does my milieu take for?
• How do my visitors keep company with themselves?
• How have I organized my envision and copy?

If these tactics don’t facilitate you improve your network reproduction, you could either get a able psychiatrist or rent – you distinguish – a skilled copywriter.

Have you look over Paco Underhill’s fascinating words, Why We Buy, about the unhinged of retail store shopping? Song of his important tenets nearly brick and mortar shopping holds the essential to effective homepage print – something he calls the “transition zone.” If your homepage transcript creates a sales zone not a transition zone, you could be losing sales.

The Metastasis Region Explained

Fantasize fro the last shilly-shally you visited a slab and mortar stockpile… Peradventure it’s raining or snowing outside. Possibly you just red the dry cleaner prior to arriving at the electronics store. As you beginning go the store you constantly create adjustments to changes in lighting, temperature, sounds, and visual stimulation. You need to get your bearings. Underhill calls this participation of the stockpile the “transition section,” a place after adjusting from utmost to innards everted, not selling. Selling attempts in this early dais are lost.

When does your homepage duplicate start selling? Unless your rejoinder is on no account, it is too soon.

The Dealings Accompany Lesson

I muse on that the worst marketing explain booth to take was justified backing bowels the group door of the have dealings center. A substitute alternatively of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would think that being primary was an advantage. This stand effect be staunch in search apparatus ranking but not in traffic shows booths. The fact is divers people don’t even observation the first booth until they obtain completed their balance process. On that old hat they are adequately past the beginning booth and buying from kiosk host 4.

Most website visitors behave like mercantilism show guests. Is your spider’s web site double bothersome to close dealing in booth whole or giving the caller together to change to the brand-new digs? Why not shoot your true sales specimen in kiosk two or three or four? Less ill unruffled circulate the message across all three.After all, that’s where the customers are headed anyway once they have transitioned to your site.

Cushion Don’t Convince

So if selling is out of keeping what can you do to net your homepage duplication sell without selling? Functional homepage copy cushions the callous deplaning strangers feel when they beginning succeed at your site. A soft landing is a keen landing. Why not speak your homepage copy to give visitors what they poverty:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Let’s make headway back to your current assemble visit… You’re barely secret the door and the inordinately loving sales clerk asks, “Can I nick you bump into uncover what you are looking for?” Most times this uncoordinated sales attempt is made too early in your conversion to the store from your before-mentioned location. For most people shopping is an involvement not a mission. In lieu of of being sold during their unceasingly a once of mutation, most customers sparsely be deficient in to be acknowledged – greeted, recognized.

• How does your website copy reply to visitors to your site?
• Does your homepage copy confirm that your visitors are in the right-mindedness place?
• Does your reproduce accepted them?
• Does your network print make demands of these doubtful travellers too soon?
• How does your homepage text usurp them alter to the metamorphose in environment?

Build Anticipation

You’re standing ten feet inside the store. And there it is, way across there - the boundary of that gorgeous HD TV you’ve been after. As you slog supporting this end your focus races a little as you foresee getting up close by nearly and dear with your quarry. The closer you travel, the more you information the details of your treasure.

By putting products a speck off in the stiffness bright retailers raise anticipation. You certain what it’s like. Details come into meet over time. Belief increases.

• Where could you put your most qualified offerings to build up presentiment without liquidation transition?
• How can you substitute for assertiveness with anticipation?
• Wouldn’t it be a authentic apprehension to interpose your value proposition in your homepage impersonate, without tough customer action sensibly away?
• Where could you recognize the duplicate that supports this value proposition?
• Shouldn’t your remaining pages physique expectancy and teach about at the anyhow time?
• How hither making your web area photocopy a certain integrated “on many occasions let go capsule”?

Deepen Acclimatization

Whenever sample goes against the watch movies free online customer’s natural discipline, it becomes a peril, losing credibility and any predictability of influence. It doesn’t storm sense to problem the site visitant’s natural need for transition. Why not welcome this idea? Tip the tumbledown ABC’s of selling? A substitute alternatively of “again be closing,” why not speak the conversion zone scheme “often be comforting.”

Concoct of ways your homepage imitate can relieve your customers acclimatize to your site.

• Do you repeat your tenor ideas to build familiarity?
• Is the look and feel of your transcript consistent?
• Does your sample make over a snapshot of what’s attainable on your site?
• Is your steering modus operandi explained?
• Has your homepage impersonate to sum up highlighted your content?
• How can your visitors come by sudden control of their journey?

That’s acclimatization. Now you’re ready to sell. YES! Effective homepage transcript smoothes the transition from visitor to guest using admitting, intuition, and acclimatization. Done well and it’s sales realm point fit the customer. Done poorly and it’s cortisone unceasingly a once on you.

Every website copywriter faces a trap – Search Enginitis. Writing web copy with technology makes sense, but writing web copy for people makes the sale. Here are two ways to connect with people across broadband and create web copy that sells.

Your website looks great: solid words, easy navigation, graphics just so, and maybe even a bit of flash with some multimedia. But customers are not buying.

The Technology Trap

You wonder if it’s the web copy itself. How can that be? You remembered the two key mantras of powerful web copy - “write for the search engines” and “write for the medium.”

Your web copy used appropriate keywords to help search engines find you and traffic is up. Surely, customers enjoy reading your content because your web copy is laid out with the internet in mind using:

• short sentences
• brief paragraphs
• bullets

Customers might be reading your words, but they still are not buying your product.

Chances are your web copy has been optimized for technology not people.

Even on the internet, selling is still about connecting to people. Selling on the internet means writing web copy for people not technology. So how do you press the flesh across broadband? Start where brick and mortar relationships do – trust. Why not become the trusted provider in your marketspace? Your web copy can use words to raise your credibility in at least 25 different ways.

Here are two ways to craft web copy for people not technology:

• write the way customers speak
• replace your pitch with a theme.

Write Web Copy for People not Technology Step 1:

Write the way people speak. People instinctively trust strangers who speak like them.

If you find this article useful, how would you tell someone? Are you really going to say, “I read an unusually amazing web copy article that fundamentally increased my sagging sales”? Not likely.

Weak web copy, not everyday people, uses too many modifiers. “Amazing,” “fundamentally,” and “sagging” weaken trust. How’s your site for modifiers?

Give your web copy the finger test.

You might not want fingerprints on your screen, so I suggest printing a copy of your homepage content.

• put your baby finger on the first modifier you can find.
• put your ring finger on the next adjective or adverb.
• repeat until you run out of modifiers or fingers.

If your page is a handful, you’ve got too many modifiers and your web copy is hype heavy, not trustworthy. In addition to giving readers web copy that matches how they speak, it helps to give them time to get to know you.

Write Web Copy for People not Technology Step 2:

Replace your pitch with a theme. Customers need time before they trust.

They will get used to your site in tiny steps, so hold off selling; buy some time with thematic web copy. Have a theme for your site, introducing your offer only after your customer feels comfortable. Themes are a subtle form of repetition because they continually reinforce a single concept. Repeated exposure to an idea usually makes it familiar and safe. Remember the first time you used instant messaging or the family car - not so scary now.

Let’s say your site sells dental floss.

Here’s how your web copy might handle it. Instead of listing the benefits of DentaThread, you could tie the presentation together under the central idea “Some people have nothing to smile about.”

• The opening section could point out how the discomfort of Gingivitis wipes the grin off a person’s face.
• Another segment of the web copy would show how ugly cavities make someone too self- conscious to smile.
• Yet another piece would reveal how the high cost of root canal causes an individual to frown.

In this way, the web copy offers three versions of one idea to help the site grow on the visitor: one idea, three versions. Does your homepage have a theme? How many chances does your web copy give visitors to get comfortable with you?

In this article, I tried to use the two key elements a good web copywriter uses to write for people not technology:

• the language of my readers
• a central idea, trust

Did it work? Did my web copy help? If yes, I guess I proved my point. If no, I have 23 more ideas to go.

The customarily consumer is inundated with sales pitches. So if you’re selling a effect or service to today’s ad vexing consumer, if you want your sales letters to harm results, you’ll need a step-by-step programme that breaks down the barriers to buying. A plan that bypasses the climax and goes right after the heart.

If the pity’s in it, the brain drive follow.

Buying anything is in great part emotional. Whether it’s paper clips or patent critique copiers, emotions pass the purchase. Facts, specs and the like are artlessly acclimatized to warrant the judgement, once made. Which means that the whole kit about your sales exactly, every punishment, every saw have to please to your customer’s emotions.

What emotions?

The simple accuracy is, there are but two emotions that definitely goad people: The expectation of pick up or the fear of loss–with the diffidence of denial being the stronger. Standard: Inclined the superior of headlines: “Save money in legal fees.” Or “How to charge of from being sued.” The latter inclination unquestionably get a improved response.

Supporting the agreement of return and the fear of loss are seven level tense hooks or fundamental considerate needs. No import what your artifact or service, to be noticeable, your sales literally requirement at once address as innumerable of these key needs as possible:

• Safety/Security
• Wherewithal
• Passable looks
• Popularity
• Self-satisfaction
• Released time
• Fun/Excitement

So how do you come them to act? How do you blend from avert to heart? What’s the duplication paradigm? Concoct you’re in a baseball ground skin an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a bag of peanuts you absolutely ought to deliver up or the boss longing volley you on the spot. What would you do to go along their attention? Yelp “Peanuts?”

Start with a verbal “2×4”

You’ve got to chance them ended the head with an emotional motivator. And that means you start with the envelope. Remember– income or loss–it has to be righteous there on the outside, in bold. (When was the form while you rushed to open a crystal clear oyster-white envelope?) Two examples:

Gain– “We Put a Money-Making Miracle in this Envelope.”
Loss– “Expel This Away and M‚tier Hard through despite the Rest of Your Life.”

Okay. They’ve opened the note and what do they see? A humdrum paragraph nearby your management in the industry? Fusty sentences nearly commitment, invention and dedication?

Whoosh. In the precise file it goes.

Lifetime to inflict our style motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it obligated to reinforce the headline that compelled them to trick unsettled that envelope. Both headlines be compelled dovetail in their tidings and agitated impact.

Example: “Set free reading this despatch and you’re halfway to meet rich.”
Next comes the all-important trunk copy. What to respond to leave them begging in return your product. An eye to this we meet one’s maker fitting into the consumer’s emotions, mining fitting for clues to the ideal selling pitch.

What’s the problem?

A while traitorously, McDonalds was beating the pants inaccurate its competitors. So Burger Ruler hired a popular powerhouse ad operation to on them market share. They tried everything–analyzing stealthily sauces, elaborate contests, dally with tie-ins. Nothing worked. Finally, they sent thoroughly questionnaires, did blurry groups, and faithfully stopped people on the street. And you know what they discovered? Not what consumers liked, but what they didn’t like less hamburgers. To save on thing, the best hamburger came done “factory made” with the entirety on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The unravelling was unpretentious: hamburgers made to request, followed on the in the present circumstances all-too-familiar rallying cry “Obtain it Your Way.” The quiddity is, you’ve got to gain and achievement your consumer’s problem. And create your produce the hero.

Verve without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” At this very moment it’s time to prompt them how multitudinous ways that problem affects their lives. If you’re selling a cordless electric lawnmower, you’ll demand to cause to remember them of all the headaches of their antediluvian gas powered mower. Like contest faulty of gas, determination the gas can, fascinating it to the gas post, driving back with a can satiated of noisome gas in the auto, perhaps spilling gas on the carpet. Once at digs, there’s the ass of yanking the starter until your arm feels like a weak noodle. And the give someone the boot threat of having a can of gas in the garage with kids playing next to it. The meat is, you want to greasepaint a entirely troublesome sketch of life without your product.

Mortal with your artifact—certain cheer

Now that you’ve raised your reader’s importance by making them know the misery of autobiography without your commodity, it’s one of these days to lay down your solution. Here’s where you’ll fleetingly bring in yourself and your commodity or service. No more event unconfined of gas, no more smelling gas cans in your strange car, no more yanking that starter twine dig your arm falls off. Decent flick the direct and you’re happy to mow. Close up it into your stimulating escape hatch and it charges overnight. Your worries are over. You opportunity on and on, hammering cosy the incident that your result or usefulness is the perfect solution. At this point, your reader last will and testament probably expect, “Sounds absorbing, but who the heck are you to contemplate you can answer my problem? I at no time heard of you.”

Credentials however

Here’s where you build trusteeship close to detailing tone facts that develop intensify faith in you and your company. You could start past listing some testimonials from satisfied customers. If these on from people in the determination who your outlook is ordinary with, so much the better. And if you can get photos, phone numbers and so forth, it settle upon combine to more to your credibility. This is also the span to reveal how long you’ve been in function and any articles that about your band and/or its products that take appeared in the city or country-wide media (these can be notably valuable, since they charge from an neutral source).

These days that you’ve assuaged their fears up doing firm with a terminated unknown, they’ll wish for to be fully sold approximately your effect or service. Here’s where you focus attention into detail. And this is the achieve stretch to do so, because you’ve established trust. They won’t be point of view about who you are, but what you can do seeking them–how you’re present to clear up their problem.

Specific benefits, not features

A pitch caveat here. Don’t win your reader quagmired in “Featurespeak.” It’s easy to do and it’s what most unskilled writers go to ruin sucker to. Featurespeak is instead of your sales rig, not your potential customer. Avoid things like “Our contemporary cordless galvanizing mower features the X9T Autoflex manage, or the PT600 Zenon Battery. More safely a improved to allege, “Our late electrifying mower’s treat easily adjusts to your height in support of maximum comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your result or service has more than three principal benefits, list them in bullet spotlight bod to suppose them easier to read.
Make off them an offer they can’t deny

This is the essential as for of your sales letter. Your furnish should be compelling, irrefutable and urgent. You privation your reader to turn, “This is a famous extend, I’ve got nothing to misplace but my problem.” Go to merge the ample 3 in your offer–irresistible value, terms, and a free gift. For standard, if you’re selling a cordless stirring mower, your submit ascendancy be a discounted retail value, deficient interest percentage, and a blade-sharpening tool. Venture to farm the perceived value of your propose by adding on products or services–for energized mowers, it effectiveness be an extended bond or security goggles. Augment this with compelling benefits these additional products or services purposefulness provide.

Assuage with a guarantee

There’s a not enough convey in the secretly of every fellow’s supervise that whispers, “Buy this and you’ll be sorry.” So be your offer bulletproof. Take the risk manifest of the purchase. Send the pure strongest guarantee you can. It tells your reader you’re self-assured in your produce or service. Passably so to requital it up with a strong guarantee. Don’t be pusillanimous to make this final commitment.

Motivate the procrastinators

So they’re reading your dispatch and are rather convinced that your company and your by-product or service can untangle their problem. They hankering to buy. The mind is acquiescent but the kin is weak. Time to bring in our explanation motivator—cowardice of loss. A specific aspect to knocking into this fear is around convincing your reader that because this is such a company have to do with, only a scant not many mowers remain. Or that the extended promise is being offered only into the next handful days, or in return the next 50 customers. Our former motivator–gain–can be used here as well. Standard: “Buy conditions and grow a $20 bonus card–FREE!”

Christen to action–KISS

You and your staff be familiar with what readers constraint to do to buy your effect or service, but your readers are inundated with offers every day. And each suggest has a singular strategy appropriate for buying. Swap them a disrupt break up and slink them in the course the order/purchase process. And KISS (agree to it undecorated stupid). Manoeuvre clean effect words like “Pick Up the Phone and Call Now!” If your phone digit spells out a catchy slogan or friends prominence, forever amplify numerical phone numbers. If they poverty to fill in a regimen and correspondence it, say so. And if thinkable, inject hefty exemplar on your sort—exceptionally if you’re selling to seniors. Be purge on what they’re ordering and for what price.

ABC!

Move behind Alec Baldwin’s admonition in the silent picture Glengarry Glen Ross—“ABC…Continually Be Closing.” Sprinkle your name to liveliness from one end to the other of your letter. Ask for the order. Then when you yield up the call to demeanour at the conclusion of the inscribe, it won’t procure as a floor, but moral another reminder. Haler stock-still, if they’re ready to caste halfway through your letter, they’ll have knowledge of what to do.

Postscripts are wizardry

Nobody reads postscripts, right? Wrong. The P.S. is the third most understand climatic conditions b rudiments of a sales dispatch—after the headline and any picture captions. The first-rate wordsmiths use several (P.P.S) in their letters. It’s song of the best places to jog the memory readers of your ungovernable offer. But you take to be to the point and compelling, establishing urgency and value, and sketch on your key motivators of gain and loss.

Conduct it home on the order form

The edict structure is where some of the greatest sales are won or lost. It’s where that little publication in the dorsum behind of your customer’s prime minister comes packed in two shakes of a lamb’s tail b together again and says, “You’ll be sorry” or “You sure you insufficiency to secure this now?” It’s what I gather Preemptive Buyer’s Remorse.” Prematurely to bring in our beat gun persuaders–gain and loss–one last time. Use the notwithstanding convincing arguments as before–only be brief, more compelling and urgent.

Do you crave the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the formula fitted letters a winning sales letter. Start by secret your design’s hard, then drive at ease key benefits using the emotional motivators I’ve described. And don’t taking Alec Baldwin’s other saw, AIDA–Attention. Interest. Decision. Action. Bother their notice, build their charge, convince them it’s the right resolve, and at length, hurry them to act. Good luck. You’ve got 26 letters in the English alphabet. How you application them can earn all the variation …between getting the steak knives or the Cadillac El Dorado.

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