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.’

‘You should always include testimonials in your copy.  The reader finds it easier to believe the endorsement of a fellow consumer than the puffery of an anonymous copywriter.’