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Choosing the correct structure is not very difficult and it becomes easier and almost instinctive with experience. There are many ways to structure a piece of writing. Look around at all the things you read every day… brochures, newspapers, magazines, notices and so on… and you will soon notice how their structure is dictated by the subject matter. Another trick that always seems to work is to organise your writing into short sections and sub-sections… you can make your ideas easier to scan and digest by using headers, subheads, numbered lists and bullet points.

Numbers and bullet points make lists more readable. You can use bullet points if the order is not important. But use numbering when information is sequential. If you are using a numbered list to structure an article eg, 5 ways to develop your charm , put the number in the title or deck first paragraph or summary … this will pique the interest of readers, grabbing their attention and compelling them to read your document to find out.

But be cautious not to overuse bullet points and numbered lists. Page after page of bullets and numbers become monotonous and many readers will skip them, rather than reading them closely. Another tip on structure… material that interrupts the flow of your document, such as checklists and long fill-in forms, is best put in an appendix in most cases. Being consistent means always using correct grammar… and being consistent in how you spell words and in your writing style, as well as the symbols, nomenclature, units of measurement and so on you use.

If your grammar is weak, brush it up. Grammatical errors can put readers off and lead them to doubt your knowledge of your subject matter. So have your writing checked by someone you trust and, if necessary, take a revision course on grammar.

After you have finished the first draft of what you are writing, use your spell-checker to search for grammatical errors and spelling mistakes. Above all, check that all subjects and verbs are in agreement and make sure your use of pronouns is correct.

Use your spell-checker to get rid of all typos typing errors. Style refers to your use of type font and size, bold, italics, underlining, indenting, and highlighting. You need to make sure that these are all used in the same way throughout a document. For example, if your titles are in point bold flush left and your subheads are in point centred, make sure you use this scheme consistently throughout the document.

I can think of at least five situations in which features should be as prominent as benefits in your sales copy or, indeed, should top the bill in your copy… for example, when selling: Copy whose purpose is to sell equipment should stress both features and benefits in equal measure. Note also that copy that fails to highlight all the key features of a piece of equipment can cost you sales. Please check other sellers who may ship internationally.

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