We continue in this isssue of ‘Copywriting Classics Quick Tips’ with part three of Barrie Bedell’s ‘Basic Ad Checklist.’  This section is titled ‘Check Your Body Copy for Interest and Persuasion.’  Remember, these are Yes/No questions you’re asking of your advertisement/webpage.

The information for this issue of Copywriting Classics Quick Tips is provided courtesy of Barrie Bedell, son of the late, great Clyde Bedell.  Clyde wrote the classic book on copywriting ‘How to Write Advertising that Sells’ and the rare 15-part course ‘How to Convert White Space Into Advertising that Sells’.

‘In my opinion, infinitives are made to be split if clear writing and easy reading suggest it.  The advertising writer should have no superstition against putting prepositions at the ends of sentences ocsasionally.  Sometimes a ‘than whom’ seems warranted.’

‘Human nature is perpetual.  In most respects it is the same today as in the time of Caesar.  So the principles of psychology are fixed and enduring.  You will never need to unlearn what you learn about them.’