* Never use superlatives (e.g., “best in the world”). No one is convinced. * Stay away from analogies–few people understand them. * Testimonials improve your sell, especially those from experts. [Matt: an experiment with SoBe energy drink, from my last post, confirms this]. * Always include the price. * Long copy pulls in more people than short copy. It conveys the impression that you have something important to say, whether people read it or not. * If you use long copy, include a sub-head–it will heighten the reader’s appetite. * The more facts you tell, the more you sell.