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No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple. The headline is the first thing your prospect sees when he or she looks at your advertisement.

It’s an advertisement for your advertisement.

The only purpose of your headline is to get your prospect to continue reading your ad or sales letter. It must get your reader’s attention and it must pull them into your ad.

Your headline must be so irresistible that your reader has to find out more.

It doesn’t make a difference how good your product or service is or how good your advertising copy is, if your headline isn’t any good, your ad or sales letter won’t get read.

Let’s take a look at what two legendary copywriters have to say about the importance of good headlines:

“Advice to copywriters: When you are assigned to write an ad, write a lot of headlines first. Spend hours writing headlines — or days if necessary. If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can’t save an ad with a poor headline.” –John Caples

“On the average, five times as many people read the headline as read the body copy. If you haven’t done some selling in your headline, you have wasted 80 percent of your money. The wickedest of all sins is to run an advertisement without a headline.” — David Olgilvy

It never ceases to amaze me how many advertisements I see that don’t have headlines.

All advertisements should have a headline.

Let’s talk about the rules you should follow when writing headlines, the different types of headlines you can use, proven words to use in headlines, and how you can become an expert at writing headlines.

Rules to follow when writing headlines:

1. First and foremost, your headline must appeal to your reader’s self interest. Communicate the strongest benefit (or benefits) to your prospect. Everybody’s favorite radio station is “WIIFM” — What’s In It For Me? Your headline should answer this important question.

2. Attract the attention of the prospect you’d like to target. If your headline doesn’t attract the right people, it has failed. Your headline must reach out to your prospect, grab them by the throat and say, “Hey!!! I’m talking to you!”

3. Your headline must deliver a clear and understandable message. Most people read only the headlines. Because of this, your headline must make a complete statement and compel the prospect to continue reading the body copy.

4. If you have news, such as a new product, be sure to get that news into your headline in a big way.

5. Don’t try to be clever or humorous with your headlines. These type of headlines are ineffective and a waste of money.

6. Include the words “quick” and “easy” if it fits what you are communicating.

7. Use specifics in your headlines, not generalities. For example, “Make $5,274 In 30 Days” is a better headline than “Make Money Fast”. Specifics are more believable.

8. Always test two headlines against each other to see which one pulls the best.

9. Use upper and lower case letters for your headlines. This is easier to read than all caps. I also like to put quotation marks around my headlines. Studies have shown that quotation marks around headlines increase readership.

10. When it’s time for you to write a headline for your ad, write at least 50 headlines. Some direct marketers spend days writing hundreds of headlines in search of the right one. To come up with selling headlines takes more than just a few minutes. You’ve got to commit yourself to sitting down and writing at least 50 headlines!

Your headline is the key to your entire ad’s success. If you don’t tell your prospect what’s in it for them, you won’t get their attention. If you don’t get their attention, they won’t read your ad. And if they don’t read your ad, you’ve wasted your time and money.

Different types of headlines:

To help you write headlines that get attention, let’s take a look at the different types of headlines you can use, how and when you may want to use them, and actual examples of headlines that were successful.

• The News Headline. If your product or service offers something newsworthy, announce it in your headline. Newsworthy is usually the introduction of a new product or the improvement of an existing product.

Here are some words you can use in your News
Headline: New, Announcing, Introducing, Finally, Just Released, Now, At Last.

Examples:

“Now! Own Florida Land This Easy Way… $20.00 Down And $20.00
A Month”

“New Diet Burns Off More Fat Than If You Ran 98 Miles A Week”

“Announcing… The New Edition Of The Encyclopedia That Makes It Fun To Learn Things”

• The Guarantee Headline. Guarantee Headlines state a desirable benefit, and guarantee results or other benefits. If you offer a powerful guarantee, let your prospects know by stating it in the headline.

Examples:

“Play Guitar In 7 Days Or Money Back”

“Announcing A New Technologically Advanced Golf Ball You Will Never Lose, Never Slice, And Never Miss… 100% Guaranteed”

• The How To Headline. These two words — “how to”, are very powerful words. You can never go wrong using a How To Headline. (Over 7,000 book titles start out with How To.) How To Headlines promise your prospect a source for information, advice, and solutions to their problems. If you ever get stumped for a headline, use the How To Headline — it works!

Examples:

“How To Win Friends And Influence People”

“How To Get Your Cooking Bragged About”

“How To Form Your Own Corporation Without A Lawyer For
Under $50″

• The Benefit Headline. The key to a winning Benefit Headline is to know your market so well you can offer them a powerful, compelling benefit they can’t easily get somewhere else. You must thoroughly research your target market in order to know what benefits are going to motivate them to take action.

Examples:

“If You Are A Careful Driver You Can Save Money On Car Insurance”

“It Cleans Your Breath While It Cleans Your Teeth”

“Get Rid Of Money Worries For Good”

• The Question Headline. Here again, to use this headline, you must really know your market. You need to know what your prospect is thinking, what their anxieties are, and what they’re hoping to accomplish. If you know your target audience this well, then the Question Headline is an effective headline to use. The Question Headline must focus on your prospect’s self interest and ask a question they want to know the answer to. The best type of questions to ask are questions that get your prospect involved.

Examples:

“Do You Make These Mistakes In English?”

“Can You Pass This Money Test?”

• The Reason-Why Headline. With the Reason-Why Headline you give your prospect specific reasons why they should read your ad. Reason-Why Headlines are effective because they contain facts and specific numbers. Reason-Why Headlines don’t need to include the words “reason why”. You can use “38 ways”, “7 steps”, “5 secrets”, etc.

Examples:

“38 Fun And Easy Ways To Earn $500.00 Next Weekend”

“7 Steps To Freedom”

“67 Reasons Why It Would Have Paid You To Answer Our Ad A Few
Months Ago”

• The Testimonial Headline. The Testimonial Headline is just what it says — it uses a customer testimonial for a headline. With this headline, you get your customers to sell for you by talking about the benefits they received.

Examples:

“I Lost My Bulges… And Saved Money Too”

“How I Retired On A Guaranteed Income For Life”

“I Was Tired Of Living On Low Pay — So I Started Reading The Wall Street Journal — By A Subscriber”

• The Command Headline. The Command Headline tells your customer what to do. Your command should encourage action by offering your prospect a benefit that will help them. Effective Command Headlines start out with action verbs.

Examples:

“Stop Dreaming And Start Making Money”

“Throw Your Wax Can In The Trash Can — The New No-Wax Floor Is
Here”

“Order Christmas Cards Now — Pay After January 20″

There you have it! Several types of headlines you can use for any kind of circumstance or market. Each headline type works well on its own or it can be combined with the other headline types.

Now, let’s talk about words you can use in your headlines.

Powerful Headline Words That Are Proven To Work:

*  Advice To			*  Amazing
*  Announcing			*  At Last
*  Bargain			*  Breakthrough
*  Discover			*  Do You
*  Easy				*  Facts
*  Guarantee			*  Here
*  How To			*  Immediate
*  Life				*  Magic
*  Money			*  New
*  Now				*  Powerful
*  Proven			*  Quick
*  Sale				*  Secrets Of
*  Success			*  Surprising

And finally, the three most powerful headline words:

FREE		 	You			Your

The words that you use in your headlines are very important. Dan Kennedy has talked about how adding just one letter to a headline (with no other changes to the ad) almost tripled the response of an ad that ran in a magazine.

Let’s take a look at the headline Dan talked about. Here’s what the headline said before the change:

“Put Music In Your Life”

And here’s what it said after the change:

“Puts Music In Your Life”

Adding the “s” to the word “Put” almost tripled the response of the ad! (The first headline implies that you have to do something. The second headline implies that something is done for you.)

This example proves how important it is to spend lots of time writing dozens of headlines and then testing different headlines.

How To Become An Expert At Writing Headlines:

The first thing you can do to become an expert at writing headlines is to start a collection of headlines.

Whenever you see a headline that gets your attention and that compels you to read the ad, write it down on a 3 x 5 index card. Spend time studying these headlines and see if you can improve them.

An easy way to start a collection of effective headlines is to subscribe to the tabloid magazines. The people at National Inquirer, Star, and The Globe know how to write headlines. Because of their irresistible headlines, these magazines sell millions of copies each week! (Off the newsstands on impulse!)

I’ve got hundreds of index cards with headlines. When it’s time for me to write a headline, I use these index cards for ideas.

Here’s another trick for writing headlines:

Before you attempt to write a headline or any form of advertising, you should write down all the benefits of your product or service on 3 x 5 index cards. Write a single benefit on each card. When writing the benefits, remember to write them from your prospects point of view. (Also, convert the features of your product into customer benefits.)

Once you’ve taken the time to write down the benefits, you’ll have a stack of cards (maybe hundreds) that you can use for headline ideas. Isolate the most important customer benefit and use it to create your headlines. Sometimes, one of the benefits may turn out to be the actual headline. (Also, use the index cards when writing your ad or sales letter.)

Here’s a checklist to use when evaluating your headlines:

1. Does my headline communicate the strongest customer benefit?
2. Does my headline answer the question: “What’s In It For Me?”
3. Does it offer a reward for reading the ad?
4. Is my headline clear and direct? Does it communicate a complete message?
5. Is my headline get attention with a powerful sales message?
6. Does it motivate my prospect to keep reading?
7. Is my headline speaking directly to my target prospect?
8. Is my headline interesting to my prospects, or does it bore them?
9. And finally, is my headline an ad for my ad?

Remember, the difference between a good headline and a bad headline is the difference between success and failure in advertising.

Your headline is the deciding factor on whether or not your prospect will read your ad. It is the most important element in advertising. Spend the time that’s necessary to write winning headlines, and watch the response to your advertising sky rocket!

James A. Bower is the Co-Founder and President of Bower Income and Profit Systems a company dedicated to enhancing business performance in many areas through tapes books and seminars. His presentations include sales, marketing, telephone skills, motivation, goal setting and achievement, telephone equipment and voice mail design, and business organization for efficiency. He is an internationally recognized instructor and is the recipient of many awards in recognition of his successful efforts in assisting businesses create a more efficient environment resulting in maximum profits. He has had the opportunity to speak for groups as large as 5000 and can get his points across to any size audience.

James has been actively addressing business issues and solving business problems for over 30 years. He is available to make presentations to company staff or for individual consultation.

Contact James at 316-773-1994 or jbower1@cox.net

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Love Irish music? Love cats? Curl up in your favorite chair - Irish Drinking Songs For Cat Lovers by Marc Gunn & The Dubliners’ Tabby Cats will tickle your feline fancy.

Irish Drinking Songs For Cat Lovers is the pet project by Marc Gunn, singer-songwriter and one-half of the award-winning duo, the Brobdingnagian Bards. Full of funny feline folk music, Irish Drinking Songs For Cat Lovers gathers popular drinking tunes and retrofits them with cat-worthy lyrics. The result is a warm and wonderful CD that sees songs such as “Lord of the Dance” redone as “Lord of the Pounce.”

Why take Irish drinking songs and rewrite them with lyrics about cats? “Well, I was a big fan of Weird Al growing up,” confesses Gunn, himself owned by two cats named Tiziano and Torre plus visiting rights with the tabby Jasper, from a previous relationship. “When I listen to a song too often, I typically will change the lyrics. I did that with ‘Wild Rover,’ changing the claps to meows. It was all downhill from there.”

“The CD is also not just Irish drinking songs,” Gunn points out. “It’s more like a traditional Irish CD with a combination of drinking songs and Irish tunes, except the chief instrument is an autoharp and I sing about cats.”

That is the beauty of Irish Drinking Songs For Cat Lovers - the songs are part of the patchwork of American music, a culture with deep Irish roots. Marc Gunn has extensive experience as not only a recording musician but as a veteran performer in renaissance fairs and fantasy festivals. The result is a clever collection of music that appeals to not only Irish and cat lovers, but anyone who appreciates a lyrical laugh.

Japan’s Ari Koinuma, also a cat lover, produced Irish Drinking Songs For Cat Lovers. Participating musicians include Hannah Gunn and Cedric the Fiddler of the Bedlam Bards. Additional musicians include Chris Buckley, Sarah Dinan, Hamby, April Porter, Blake McCaig, and Franco Bordoni. Marc Gunn wrote all the lyrics to the classic songs.

Marc Gunn is an Irish and Scottish folk singer with a strange affinity for Celtic ballads, drinking songs and cats. He is the lead singer for the Brobdingnagian Bards. He is also Celtic music podcaster and Irish music magazine publisher and promoter. Last but not least, he is poet, photographer and music business educator.

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In order to wager, I would advise you call on a sportsbook bets web site, i.e. a place which tenders sportsbook bets web site. In the USA, you’ll find four states where everyone can do sportsbook wagers legitimately, but beyond legal you may do it essentially anywhere provided that you can discover a bookie and you’re legally an adult. Included in the sports competitions you’ll be able to wager on are professional next to college basketball and college football, professional hockey, professional hockey, next to horse and dog racing. Clients will have the option of wagering on the overall results of a game or fight, at which point any given contester will be knocked out, and even whether a given coin toss in a game or fight will land heads or tails.

The betting establishment rely on number be of assistance to you come to a conclusion which club you may judge is the likeliest to prevail. First we have the spread, that is to say advantage in points assigned to a losing lineup expected to lose by a set number points. This is the sportsbook provider’s practice of enabling even bets for a sportsbook. For example we will have the option of betting on a competitor expected to lose and and regardless make money on the bet provided that the lineup does actually get beaten by a set number of points.

You’ll find plenty of diverse varieties of wagers- straight bets, parlays i.e. combined bets on multiple games, etc., the straight bets being the dominating one in sportsbook wagers.

So why not have a bash at it and entertain yourself while you’re at it? Only take pains to ensure that you won’t get too enthusiastic and drain your total retirement income on a whim. Otherwise you’re sure to find yourself grieving for it for life.

Learn the best sports betting online neteller strategies in our online rooms!

When choosing a Caribbean charter yacht, there are three categories of yachts. They are power yachts, sailing yachts and multihull sailing yachts, such as catamarans and trimarans. You can also have a special Caribbean charter to learn about the art of sailing a yacht. This will give you the knowledge and training you need to charter a yacht all on your own without the need of a captain and crew. When you book a Caribbean charter yacht, you can browse the yacht catalog to choose the yacht that best meets your needs.

You can choose a Caribbean yacht charter that specializes in bringing passengers to the best scuba diving locations. This type of yacht has all the space you need for storing your equipment as well as staterooms and a dining room. If you are new to scuba diving, you can take lessons from the skilled crew of the Carribean yacht charter and get the instruction that you need. There are times when you can just relax on the deck of the Caribbean charter yacht or enjoy trips onshore to experience the true Caribbean culture.

The company you choose to deal with for your Caribbean yacht charter will supply you with a sample itinerary for a week long vacation. However, you don’t have to stick to this schedule and you can make different decisions where you want to travel on the Caribbean charter yacht. The Carribean islands you choose do have to be navigable and have appropriate anchorages and the captain will be able to give you advice about this aspect of the charter. You do charter the yacht yourself, so you won’t have to share your Caribbean yacht charter with another group.

There are occasions when you can book a Caribbean charter yacht where you do not know the other passengers. An example of this could be a singles only charter or a ladies only charter. Of course, you will know this when you make the booking for a Carribean yacht charter, but it is helpful to know that you can enjoy a yacht charter without having a group of your own lined up. While you might think that a Caribbean yacht charter is very expensive, but when you compare it with the cost of a vacation at a tropical resort, there is very little difference between the prices.

Fly to the island of St. Thomas to meet the Caribbean charter yacht. From there you can sail to the island of St. John and have a leisurely lunch on board the yacht. Spend some time swimming, walk along the beach and drink in the Caribbean sunset. When you arrive back at the yacht, there will be a scrumptious meal waiting for you. If this sounds like an idyllic vacation, there is a Caribbean charter yacht waiting for you to make your booking.

To find out more about Sailing Vacations visit Peter’s Website Your Sailing Vacation and find out about Caribbean Yacht Charters and more, including Luxury Yacht Charters, Crewed Yacht Charters, Bareboat Charters and Florida Charters.

Comforting a person who has experienced the loss of a loved one is very hard. However, words of sympathy along with a consoling sympathy gift can soothe and support the grieving family. Sympathy gifts are a perfect way to communicate to the grieving family about your care and support, and desire to offer comfort and remembrance.

Some of the popular sympathy gifts include flowers, remembrance ornaments or garden stones personalized with a message. However, to show your utmost care for the grieving family, it is best to give personalized gifts chosen from your heart. Some of the elegant and comforting gifts one can present are personalized angel paintings, inspirational music CDs, books of poems or poems written by you, a photo album or scrapbook of good times, a gift basket personalized to the family, or a journal for memories.

However, one should also remember that gifts are just means to show your emotions, it is important as well to express your care for the grieving people by being with the family in their time of need and by comforting them with reassuring words. Sometimes, it is these small gestures in life that become more lasting than tangible gifts.

Along with the words of comfort one, can also present a custom-designed and meaningful collection of sympathy, bereavement and condolence gifts. These gifts can range from sympathy cards, memorial garden stepping-stones, pet gifts and memorials, personalized key chains or tree seedlings. One can also send food baskets to cheer up the mood in the house.

Selecting a sympathy gift is really a tough decision, especially when such gifts are given to convey your emotions. Therefore, it is important that you should choose a gift, which should convey your thoughts and emotions easily to the recipient.

Sympathy Gifts provides detailed information on Sympathy Gifts, Sympathy Gift Baskets, Christian Sympathy Gifts, Pet Sympathy Gifts and more. Sympathy Gifts is affiliated with Bridal Gift Registries.

The Internet may have started as the fervent brainchild of DARPA, the US defence agency - but it quickly evolved into a network of computers at the service of a community. Academics around the world used it to communicate, compare results, compute, interact and flame each other. The ethos of the community as content-creator, source of information, fount of emotional sustenance, peer group, and social substitute is well embedded in the very fabric of the Net. Millions of members in free, advertising or subscription financed, mega-sites such as Geocities, AOL, Yahoo and Tripod generate more bits and bytes than the rest of the Internet combined. This traffic emanates from discussion groups, announcement (mailing) lists, newsgroups, and content sites (such as Suite101 and Webseed). Even the occasional visitor can find priceless gems of knowledge and opinion in the mound of trash and frivolity that these parts of the web have become.

The emergence of search engines and directories which cater only to this (sizeable) market segment was to be expected. By far the most comprehensive (and, thus, less discriminating) was Deja. It spidered and took in the exploding newsgroups (Usenet) scene with its tens of thousands of daily messages. When it was taken over by Google, its archives contained more than 500 million messages, cross-indexed every which way and pertaining to every possible (and many impossible) a topic.

Google is by far the most popular search engine yet, having surpassed the more veteran Northern Lights, Fast, and Alta Vista. Its mind defying database (more than 1.3 billion web pages), its caching technology (making it, in effect, one of the biggest libraries on earth) and its site ranking (by popularity and links-over) have rendered it unbeatable. Yet, its efforts to integrate the treasure trove that is Deja and adapt it to the Google search interface have hitherto been spectacularly unsuccessful (though it finally made it two and a half months after the purchase). So much so, that it gave birth to a protest movement.

http://groups.google.com/

http://groups.google.com/googlegroups/archive_announce.html

Bickering and bad tempered flaming (often bordering on the deranged, the racial, or the stalking) are the more repulsive aspects of the Usenet groups. But at the heart of the debate this time is no ordinary sadistic venting. The issue is: who owns content generated by the public at large on computers funded by tax dollars? Can a commercial enterprise own and monopolize the fruits of the collective effort of millions of individuals from all over the world? Or should such intellectual property remain in the public domain, perhaps maintained by public institutions (such as the Library of Congress)? Should open source movements gain access to Deja’s source code in order to launch Deja II? And who owns the copyright to all these messages (theoretically, the authors)? Google, as Deja before it, is offering compilations of this content, the copyright to which it does not and cannot own. The very legal concept of intellectual property is at the crux of this virtual conflict.

Google was, thus, compelled to offer free access to the CONTENT of the Deja archives to alternative (non-Google) archiving systems. But it remains mum on the search programming code and the user interface. Already one such open source group (called Dela News) is coalescing, although it is not clear who will bear the costs of the gigantic storage and processing such a project would require. Dela wants to have a physical copy of the archive deposited in trust with a dot org.

This raises a host of no less fascinating subjects. The Deja Usenet search technology, programming code, and systems are inextricable and almost indistinguishable from the Usenet archive itself. Without these elements - structural as well as dynamic - there will be no archive and no way to extract meaningful information from the chaotic bedlam that is the Usenet environment. In this case, the information lies in the ordering and classification of raw data and not in the content itself. This is why the open source proponents demand that Google share both content and the tools to access it. Google’s hasty and improvised unplugging of Deja in February only served to aggravate the die-hard fans of erstwhile Deja.

The Usenet is not only the refuge of pedophiles and neo-Nazis. It includes thousands of academically rigorous and research inclined discussion groups which morph with intellectual trends and fashionable subjects. More than twenty years of wisdom and erudition are buried in servers all over the world. Scholars often visit Usenet in their pursuit of complementary knowledge or expert advice. The Usenet is also the documentation of Western intellectual history in the last three decades. In it invaluable. Google’s decision to abandon the internal links between Deja messages means the disintegration of the hyperlinked fabric of this resource - unless Google comes up with an alternative (and expensive) solution.

Google is offering a better, faster, more multi-layered and multi-faceted access to the entire archive. But its brush with the more abrasive side of the open source movement brought to the surface long suppressed issues. This may be the single most important contribution of this otherwise not so opportune transaction.

About The Author

Sam Vaknin is the author of “Malignant Self Love - Narcissism Revisited” and “After the Rain - How the West Lost the East”. He is a columnist in “Central Europe Review”, United Press International (UPI) and ebookweb.org and the editor of mental health and Central East Europe categories in The Open Directory, Suite101 and searcheurope.com. Until recently, he served as the Economic Advisor to the Government of Macedonia.

His web site: http://samvak.tripod.com

The whole point of writing is to create something a great deal better than we “really” talk - a great deal more interesting, more thoughtful, and more effective in every way - but to make it sound as natural and effortless as talk. What can help us? Only one thing - the rhythm of speech.
This is the one thing we can borrow from it, the one thing we must borrow if our written words are ever to achieve an air of naturalness.

All spoken language, no matter who the speaker may be or what his subject is, has a natural rhythm. We hear this rhythm, wherever we hear talk. Rhythm is the way how the writing sounds. “It is considered to be a delicate and subtle aspect of writing, which is felt deep inside, and is actually, quite tough to teach.” Michele Pariza Wacek

Rhythm is a powerful element in your writing, which helps you generate sound images, sight, and feelings for your reader.

NB! The first principle of rhythm in writing, to capture the basic rhythm of speech, is variation of sentence length.

The important thing to remember is that the length of sentences in all speech is always erratic, always changing. One can notice that in written language, quite on the contrary, every sentence has exactly the same length. And as frequently happens when does not vary, almost every sentence has the same monotonous structure. Nobody talks like that.

* Hence, it’s advisable to write with a talking rhythm varying the length of sentences to suit the material. Generally the short, choppy and sharp sentence gives emphasis; the long, involved sentence provides depth and color. Together with the medium-length sentence they give writing the tone and rhythm of speech.

A cultivated awareness of rhythm inevitably increases the reader’s pleasure, and heightening an emotional experience.

* Another requirement for good sentence rhythm is regularity in the larger design of the sentence. This is a most attractive and effective rhetorical device, known as the balanced or parallel constructions. The matching of phrase against phrase, clause against clause, lends an unmistakable eloquence to your writing.

Daniel Kies asserts in his article “Sentence Euphony” that good writing is euphonic, which is pleasing to the ear and affirms that “…establishing and maintaining effective rhythm in writing is a combination of using parallelism for balance and controlling sentence endings for emphasis.”

* One more significant requirement for rhythm is that it should be appropriate to the context; a passage of exciting and vivid nature demands a rapid rhythm, while a passage of quite imaginative beauty - a slow one. Readers come to associate certain rhythmic effects with certain intentions on the part of the writer or speaker.

Rhythm, in other words, has its connotative value. In this meaning connotation may be employed to affect emotions. Consider the following example:

“Who can say at what point the revelations come? A man falls in love….. or suddenly sees the growing character of his son….. or knows the quick pride of being needed, although no longer young. Each has his discoveries …. a series, making up the sharp core of life. From birth and being…..through youth, maturity, and lengthening years…each follows his own way, and hopes to find it good. We believe that this is as it should be… we believe, too, that this is as it should be… we believe, too, that we can help plan to make your way a little easier, whatever it may be.”

* The key to the effective writing is the carefully wrought sentences. Many of the devices of good writing are demonstrated in this passage; these are the balanced clauses, the repetition of sound to give the effect of alliteration or internal rhyme, as well as the selection of words weighted with a certain kind of connotation.

Here the dots are used as rhetorical method of suggesting continuation of thought and mood even after the actual words are spoken. The reader is expected to imagine more than the words themselves convey.

Reading this passage a person is put into a meditative frame of mind: he is asked to meditate, that is, on whether he has enough insurance. This passage appears to be an extract from a book of meditations, and only the last sentence identifies it as a commercial appeal.

In short, written sentences should have the sound of speech, and the means to the naturalness is through variety in sentence length, avoiding long sentences, using parallel and balanced constructions, and making your writing rhythm appropriate to the context.

Linda Correli is a staff writer of http://www.CustomResearchPapers.us/ and an author of the popular online tutorial for students “What Teachers Want: Master the Art of Essay Writing in 10 Days”, available at http://www.Go2Essay.com/ Visit Linda’s web log at http://custom-research-papers.blogspot.com/