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Chapter 2. Value the Quick Sale > Write to the Point

Write to the Point

As a writer, you also face a time crunch in getting your readers to stop doing what they are doing and focus on your communication. Bluntly put, you need to go for the quick sale.

“Schoolbook grammar is irrelevant in the sales letter,” writes Dan Kennedy in The Ultimate Sales Letter. “Instead, use every weapon in your arsenal—odd punctuation and phrasing, non-sentences, one-word exclamations, buzzwords—to push and prod and pull the reader along, and to create momentum and excitement.”


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