Take Nothing for Granted

Save "6% APR," "half our regular fee," or "two points closing costs" presumes the reader will do the math. Telling him he can save "$500" in costs is a tangible, easily understood benefit.

—Denny Hatch, contributing editor, consultant, freelance copywriter and author of the books "Method Marketing" and (with Don Jackson) "2,239 Tested Secrets for Direct Marketing Success."