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Tip 1: Vary Your Sentence Length
One sure way to put your readers to sleep is to write with constant-length sentences. Change the length for a better copy.
SHORT SENTENCE Copy:
"Times are bad. Economy's tanking. Latest figures are not good. Government published a report. It confirms the rumors. We're in a recession."
LONG SENTENCE Copy:
"We are going through some turbulent times these days. Our economy, which is supposed to be doing well according to some indicators, is showing strains of high unemployment and the effects of the sub-prime mortgage crisis. The latest figures quoted in leading industry journals and publications do not instill confidence in analysts and consumers alike. The Department of Commerce has just published a White Paper citing several Wall Street observers who claimed that we are nowhere near the end of this current impasse. Whether we like to admit it or not, the facts are staring us in the face: we seem to be sliding headlong into a recession the likes of which have not been since the '30s."
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