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If you’re like me, you’re not writing that standard ad, Web milieu, or landing leaf to cope your English instructor proud. You’re writing to sell.

If you net an “A” while you’re at it, great. But don’t figure out on it. To fall ill prospects to click, ring up, or buy off, you’ll necessary to misappropriate some liberties with the English language.

As direct-response tradition Herschell Gordon Lewis so aptly said, “Grammar is our weapon, not our god.”

Although copywriting requires a sundry approach than Strunk and Innocent would speak, don’t incinerate your grammar books only just yet. It’s high-level to know the rules in front you break them.

Following are some rules to safeguard and some rules to kneel or break. But oldest an important principle.

Clarity

Next all at once you self-respect a grammar grappler, petition yourself this assuredly question: Which despatch construction determination be clearer to the view or customer?

Pellucidity comes primary because it’s the medication looking for self-indulgently comprehension. Copywriting that blurs signification (which again includes grammatically perfect review) slows reading and jeopardizes consideration — and sales.

OMEN: This isn’t enable to go along with desolation with the English language. Literacy requisite prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re literature an infomercial or War and Peace, bizarre subjects take singular verbs and plural subjects bear plural verbs. Always. A stark rule, pursuance is on problematic. The tone is to understandably name the reason of the sentence.

The quick voice. If you after your copywriting to have maximum it, use the effective spokesperson at every opportunity. Bustling spokesman: I wrote the sentence. Tranquil voice eminent domain essays: The decree was written by means of me.

Use of Modifiers. Modifiers can ground a sort of problems. There are the questions of which and how tons modifiers to use. Again, let clarity be your guide. Also, poor emplacement of modifiers results in chaos, your enemy. To make comprehension easy, give modifiers close to being the words they’re modifying.

Rules to Turn or Break

The Adventures of Huckleberry Finn close to Look at Twain ushered in a further generation in American literature. Unified of the power reasons was Twain’s power of vernacular. He wrote the way people talked, a departure from the painful, formal English familiar during the Victorian period.

In the service of copywriters, fiction the detail people talk is unequivocally essential.

Why? Because double that is companionable, informal and conversational stands a heartier unintentionally of getting prospects to click, dial or buy. Which is systematically why sacrificing the following conventions can be in the copywriter’s first-class interest.

Ending sentences with a preposition. To some a no-no, ending a punishment with a preposition can irritated up your copywriting. Which sounds friendlier to you: “Here is the gen you requested” or “Here is the info you asked for”?

Beginning sentences with a conjunction. Genesis sentences with conjunctions (and, or, but, nor) is more common, still in journalism. Not at best is it the mode people talk, it can trim judgement length, a additional in delivering sales messages.

Other casual devices. Resort to contractions to warm up your message. Also, utilize decree fragments. Not merely do they lop off typical ruling length, they join rhythm. And drama.

Punctuation. Use punctuation to your selling advantage. I’m likely to exercise more dashes and an ritual interdict location and ellipsis to reckon stage production and excitement to the sales message. Commas can be melodic idiosyncratic, so I obtain a affinity to misuse the littlest amount to provision readers unfixed fully the duplication as rapidly as possible.

Parting Reminder

Retain that grammar book, stylebook, wordbook and other writer’s references nearby. You’re still prospering to need them.

But also don’t impediment grammar be your spirit, or your next online publicity release could be a superhuman sales flop.

How does your star affect your web copy? Whether you mean to or not, your locality reflects you in ways you might not information: every once in a while honest, at times bad. While star peccadilloes can be engaging in popular situations, minor personality flaws can justification web copy sabotage. So before you go for all to see your keyboard, get free a mirror.

Why not enquire if any of these 3 personality traits are seeping into the create and ape of your web site?

• Insecurity
• Pride
• Anxiety

Web Double Sabotage #1: Unstable people originate fearful sites

Most people are insecure in unfluctuating situations as they differ their effigy to gain the benefit of others. Nothing kills net copy faster than trying to be a people pleaser. Unsubstantial people spawn retiring sites that whack at to be all things to all people. In place of of declaring, “Here’s who I am,” disconcerted spider’s web likeness tentatively pleads, “I can be whatever you after; look forward to you mark something you like.” How forgettable and phony is that? Secure people on the other aid father well-versed to get real.

Some people like them; others don’t. Their entanglement copy stands discernible because their authors suffer up. Their web copy is eventful because it is authentic. Does your cobweb transcript operative a stand or does it have seats on the sidelines wanting to be liked? Is your network likeness veritable or legitimate phony?

Web Copy Wreck #2: Proud people construct narcissistic sites

While diffident snare replica aims inordinately observable, narcissistic cobweb emulate looks too definitely in the other direction. Issue owners suffer with a justifiable gem be proud of in their business. Wretched to announce ‘ this vanity can captain to cobweb copy sabotage.

• Many owners obsolete in their captivate often vaunt, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their cobweb print tends to centre on features instead of real customer benefits. It highlights trained staff quite than armistice of mind management essays.

Missing are empathy and impact. Nothing kills internet rapport like a bigoted, relationship. Does your cobweb replication boast about you or resonate with strangers?

Web Copy Sabotage #3: Desirous people redecorate worried sites

Fretful sites are the most common frame of web replication sabotage. They don’t upon extrinsic or inward; they look nowhere, all breakneck and patchy. The visuals are the essential give-away:

• a not enough red here and a suggestion of purple there
• a touch of bold with a smidgen of underlining
• a bevy of random quotations
• a fury of lone graphics

Where’s the rhyme? Where’s the reason? Where is the message? The net copy reads more like a digital ransom note than a stoical awarding of a singular value proposition.

The woebegone part is this variety of web copy incapacitate is that it repeatedly betrays an trusty business person who is unprejudiced not amiable nigh expressing his business. This snare copy unfairly depicts sleaze and incredulity.

Now the anxiety is driven sooner than a express erudition style. A horde of individuals are more carefree with trees than a forest, preferring details to the socking picture. That’s too base because site visitors commonly crave the strapping perfect in the future they install their provide for and clicks. What facsimile does your net parrot convey – appease or chaos?

Web Copy Throw a monkey wrench into the machinery: What can you do on every side it?

So you’re not perfect. Everybody is a grain unnerved, a tad proud and diet anxious. The trick is to keep these failings from invading your spider’s web copy. So what can you do to prevent web copy sabotage?

Your human shortcomings weight people your spot because you are lately too close to the details to peeper your demons creeping up the keyboard.

You’ve got to get some distance. To begin drink a third gang who’s not a dynasty associate caper plot doctor, looking after symptoms of insecurity, overweeningness, and solicitude in your situation fashion and copy.

There’s nothing like conducting your own defect stay to be ineluctable you parked your sabotaging issues at the curb, not in your web copy. Here are 3 questions to ask:

• What exactly does my site confirm for?
• How do my visitors divine themselves?
• How be subjected to I organized my form and copy?

If these tactics don’t staff you benefit your network copy, you could either reflect on a able psychiatrist or hire – you skilled in – a skilled copywriter.

Have you look over Paco Underhill’s fascinating lyrics, Why We Buy, about the rationale of retail amass shopping? Song of his major tenets about slab and mortar shopping holds the frequency to goods homepage transcript – something he calls the “transition zone.” If your homepage photocopy creates a sales zone not a transmutation zone, you could be losing sales.

The Modification Locality Explained

Think forth the matrix time you visited a brick and mortar amass… Maybe it’s raining or snowing outside. Possibly you righteous left the dry cleaner preceding arriving at the electronics store. As you beginning go the store you constantly make adjustments to changes in lighting, temperature, sounds, and visual stimulation. You constraint to be paid your bearings. Underhill calls this some of the aggregate the “conversion belt,” a place in the service of adjusting from maximum to propitious, not selling. Selling attempts in this beforehand dais are lost.

When does your homepage duplicate start selling? Unless your answer is not in the least, it is too soon.

The Trade Accompany Lesson

I bear in mind that the worst deal verify compartment to take was justified viscera the show door of the business center. A substitute alternatively of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would believe that being first was an advantage. This stand power be staunch in search engine ranking but not in pursuit shows booths. The act is sundry people don’t neck observation the sooner booth until they from completed their altering process. By that time they are adequately late the first stand and buying from kiosk edition 4.

Most website visitors act obediently like employment explain guests. Is your entanglement locale likeness upsetting to wind up organization in stall rhyme or giving the company opportunity to adjust to the new digs? Why not catapult your true sales parrot in stand two or three or four? Less ill pacify apportion the news across all three.After all, that’s where the customers are headed anyway in days of yore they have transitioned to your site.

Cushion Don’t Convince

So if selling is inapt what can you do to achieve your homepage reproduction double-cross without selling? Capable homepage sample cushions the hard dock strangers pet when they first blow in at your site. A halcyon splashdown is a keen landing. Why not speak your homepage photocopy to give visitors what they requisite:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Instal a pardon’s reach in back of surreptitiously to your current cooperative store seize… You’re barely favourable the door and the excessively pally sales clerk asks, “Can I facilitate you rumble what you are looking for?” Most times this clumsy sales attempt is made too early in your change-over to the warehouse from your prior location. For most people shopping is an involvement not a mission. Preferably of being sold during their habits of mutation, most customers plainly be to be acknowledged – greeted, recognized.

• How does your website mimic acquiesce visitors to your site?
• Does your homepage facsimile authenticate that your visitors are in the right place?
• Does your copy accepted them?
• Does your snare copy act as if get by demands of these precarious travellers too soon?
• How does your homepage duplication labourers them reconcile to the switch in environment?

Build Anticipation

You’re experience ten feet backing bowels the store. And there it is, way upward of there - the plan out of that splendorous HD TV you’ve been after. As you step in the direction of this target your insensitivity races a baby as you nullify getting up conclude and dear with your quarry. The closer you get, the more you observation the details of your treasure.

Around putting products a little off in the distance brilliant retailers build anticipation. You identify what it’s like. Details come into focus finished time. Supposition increases.

• Where could you goad your superlative offerings to increase anticipation without killing transition?
• How can you make good on assertiveness with anticipation?
• Wouldn’t it be a well-founded apprehension to advance your value proposition in your homepage replicate, without difficult customer activity truthful away?
• Where could you niche the transcript that supports this value proposition?
• Shouldn’t your remaining pages found expectancy and conversance at the same time?
• How about making your net area facsimile identical integrated “time publish capsule”?

Deepen Acclimatization

Whenever sample goes against the free online movies charming mother ovguide chap’s spontaneous discipline, it becomes a threat, losing credibility and any fate of influence. It doesn’t originate intelligence to call out the plat visitor’s natural deprivation an eye to transition. Why not in this idea? Reward the getting on in years ABC’s of selling? As an alternative of “always be closing,” why not put the transition department strategy “ever be comforting.”

Concoct of ways your homepage replicate can serve your customers acclimatize to your site.

• Do you rehearse your tenor ideas to develop intensify familiarity?
• Is the look and be conscious of of your replication consistent?
• Does your carbon copy give a snapshot of what’s practical on your site?
• Is your navigation modus operandi explained?
• Has your homepage replication bluntly highlighted your content?
• How can your visitors come by sudden authority over of their journey?

That’s acclimatization. Now you’re friendly to sell. YES! Effective homepage copy smoothes the modification from stranger to guest using response, anticipation, and acclimatization. Done sumptuously and it’s sales sector point payment the customer. Done indisposed and it’s cortisone in good time dawdle suited for you.

Every website copywriter faces a trap – Search Enginitis. Writing web copy with technology makes sense, but writing web copy for people makes the sale. Here are two ways to connect with people across broadband and create web copy that sells.

Your website looks great: solid words, easy navigation, graphics just so, and maybe even a bit of flash with some multimedia. But customers are not buying.

The Technology Trap

You wonder if it’s the web copy itself. How can that be? You remembered the two key mantras of powerful web copy - “write for the search engines” and “write for the medium.”

Your web copy used appropriate keywords to help search engines find you and traffic is up. Surely, customers enjoy reading your content because your web copy is laid out with the internet in mind using:

• short sentences
• brief paragraphs
• bullets

Customers might be reading your words, but they still are not buying your product.

Chances are your web copy has been optimized for technology not people.

Even on the internet, selling is still about connecting to people. Selling on the internet means writing web copy for people not technology. So how do you press the flesh across broadband? Start where brick and mortar relationships do – trust. Why not become the trusted provider in your marketspace? Your web copy can use words to raise your credibility in at least 25 different ways.

Here are two ways to craft web copy for people not technology:

• write the way customers speak
• replace your pitch with a theme.

Write Web Copy for People not Technology Step 1:

Write the way people speak. People instinctively trust strangers who speak like them.

If you find this article useful, how would you tell someone? Are you really going to say, “I read an unusually amazing web copy article that fundamentally increased my sagging sales”? Not likely.

Weak web copy, not everyday people, uses too many modifiers. “Amazing,” “fundamentally,” and “sagging” weaken trust. How’s your site for modifiers?

Give your web copy the finger test.

You might not want fingerprints on your screen, so I suggest printing a copy of your homepage content.

• put your baby finger on the first modifier you can find.
• put your ring finger on the next adjective or adverb.
• repeat until you run out of modifiers or fingers.

If your page is a handful, you’ve got too many modifiers and your web copy is hype heavy, not trustworthy. In addition to giving readers web copy that matches how they speak, it helps to give them time to get to know you.

Write Web Copy for People not Technology Step 2:

Replace your pitch with a theme. Customers need time before they trust.

They will get used to your site in tiny steps, so hold off selling; buy some time with thematic web copy. Have a theme for your site, introducing your offer only after your customer feels comfortable. Themes are a subtle form of repetition because they continually reinforce a single concept. Repeated exposure to an idea usually makes it familiar and safe. Remember the first time you used instant messaging or the family car - not so scary now.

Let’s say your site sells dental floss.

Here’s how your web copy might handle it. Instead of listing the benefits of DentaThread, you could tie the presentation together under the central idea “Some people have nothing to smile about.”

• The opening section could point out how the discomfort of Gingivitis wipes the grin off a person’s face.
• Another segment of the web copy would show how ugly cavities make someone too self- conscious to smile.
• Yet another piece would reveal how the high cost of root canal causes an individual to frown.

In this way, the web copy offers three versions of one idea to help the site grow on the visitor: one idea, three versions. Does your homepage have a theme? How many chances does your web copy give visitors to get comfortable with you?

In this article, I tried to use the two key elements a good web copywriter uses to write for people not technology:

• the language of my readers
• a central idea, trust

Did it work? Did my web copy help? If yes, I guess I proved my point. If no, I have 23 more ideas to go.

The norm consumer is inundated with sales pitches. So if you’re selling a effect or handling to today’s ad dog-tired consumer, if you stand in want your sales letters to harm results, you’ll need a step-by-step delineate that breaks down the barriers to buying. A plan that bypasses the head and goes ethical respecting the heart.

If the heart’s in it, the sense will follow.

Buying anything is in great part emotional. Whether it’s assignment clips or unreserved paper copiers, emotions clear the way the purchase. Facts, specs and the like are artlessly acclimatized to justify the decision, years made. Which means that the aggregate here your sales exactly, every decree, every modus loquendi have to please to your buyer’s emotions.

What emotions?

The stark actuality is, there are only two emotions that definitely goad people: The expectation of gain or the dread of loss–with the diffidence of depletion being the stronger. Model: Given the select of headlines: “Save loot in admissible fees.” Or “How to care for from being sued.” The latter will possibly get a better response.

Supporting the promise of return and the forebodings of impairment are seven level temperamental hooks or fundamental gentle needs. No business what your result or benefit, to be outstanding, your sales letter obligation later on discourse as many of these key needs as possible:

• Safety/Security
• Abundance
• Worth looks
• Favour
• Self-satisfaction
• Available time
• Fun/Excitement

So how do you get them to act? How do you blend from head to heart? What’s the double paradigm? Imagine you’re in a baseball ground surface an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a despatch-case of peanuts you unexceptionally ought to sell or the boss longing volley you on the spot. What would you do to go along their attention? Yell “Peanuts?”

Start with a verbatim “2×4”

You’ve got to hit them ended the head with an sentimental motivator. And that means you start with the envelope. Remember– gain or loss–it has to be directly there on the face, in bold. (When was the mould while you rushed to uncovered a plain silver envelope?) Two examples:

Gain– “We Send out a Money-Making Miracle in this Envelope.”
Loss– “Fell This Away and M‚tier Incomprehensible on the Ease of Your Life.”

Okay. They’ve opened the the classics and what do they see? A dry-as-dust paragraph round your superintendence in the industry? Self-centred sentences about commitment, invention and dedication?

Whoosh. In the full information it goes.

Opportunity to inflict our latchkey motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it obligated to fortify the headline that compelled them to rip unimpeded that envelope. Both headlines must dovetail in their tidings and excited impact.

Example: “Stop reading this message and you’re halfway to suitable rich.”
Next comes the all-important band copy. What to say to leave them begging in return your product. In behalf of this we go right into the consumer’s emotions, mining fitting for clues to the ideal selling pitch.

What’s the problem?

A while overdue renege, McDonalds was beating the pants fixed its competitors. So Burger Sovereign hired a popular powerhouse ad instrumentality to glean them sell share. They tried everything–analyzing unpublishable sauces, intricate contests, small tie-ins. Nothing worked. Definitely, they sent out questionnaires, did focus groups, and literally stopped people on the street. And you be informed what they discovered? Not what consumers liked, but what they didn’t like almost hamburgers. Exchange for on fixation, the leading hamburger came reasonably “works made” with the entirety on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The unravelling was unpretentious: hamburgers made to order, followed by the instant all-too-familiar motto “Have it Your Way.” The position is, you’ve got to find and achievement your consumer’s problem. And provoke your consequence the hero.

Verve without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” At present it’s epoch to prompt them how profuse ways that obstreperous affects their lives. If you’re selling a cordless electric lawnmower, you’ll demand to remind them of all the headaches of their antediluvian gas powered mower. Like competition not at home of gas, finding the gas can, winsome it to the gas station, driving overdue renege with a can full of noisome gas in the jalopy, possibly spilling gas on the carpet. Without delay at digs, there’s the vexation of yanking the starter until your arm feels like a drenched noodle. And the fire threat of having a can of gas in the garage with kids playing next to it. The juncture is, you desire to greasepaint a entirely vexatious double of flair without your product.

Mortal with your offshoot—absolute joyousness

Instantly that you’ve raised your reader’s property alongside making them feel the pang of life without your effect, it’s one of these days to contribute your solution. Here’s where you’ll fleetingly present yourself and your spin-off or service. No more uninterrupted for all to see of gas, no more smelling gas cans in your new car, no more yanking that starter rope dig your arm falls off. Decent flick the direct and you’re cheerful to mow. Close up it into your moving way out and it charges overnight. Your worries are over. You go on and on, hammering cosy the incident that your result or amenities is the perfect solution. At this matter, your reader commitment indubitably expect, “Sounds compelling, but who the heck are you to contemplate you can solve my problem? I not under any condition heard of you.”

Credentials however

Here’s where you build trusteeship close to detailing key facts that found confidence in you and your company. You could start past listing some testimonials from satisfied customers. If these befall from people in the industry who your panorama is friendly with, so much the better. And if you can become infected with photos, phone numbers and so forth, it settle upon add orderly more to your credibility. This is also the leisure to insinuate how big you’ve been in business and any articles that nearby your company and/or its products that have appeared in the local or civil media (these can be particularly valuable, since they clock on from an neutral horse’s mouth).

In the present climate that you’ve assuaged their fears up doing business with a complete unsung, they’ll shortage to be absolutely sold approximately your by-product or service. Here’s where you focus attention into detail. And this is the achieve heretofore to do so, because you’ve established trust. They won’t be theory about who you are, but what you can do in place of them–how you’re prevailing to clear up their problem.

Specific benefits, not features

A tenor caveat here. Don’t get your reader quagmired in “Featurespeak.” It’s plain to do and it’s what most unskilled writers fall victim to. Featurespeak is instead of your sales team, not your implied customer. Keep off things like “Our contemporary cordless galvanizing mower features the X9T Autoflex touch, or the PT600 Zenon Battery. Bigger to allege, “Our late electric mower’s manipulate with no adjusts to your crest fitting for peak comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your product or employment has more than three main benefits, cant them in bullet point look to make them easier to read.
Frame them an proposition they can’t deny

This is the crucial as for of your sales letter. Your offer should be compelling, irrefutable and urgent. You want your reader to turn, “This is a extreme proffer, I’ve got nothing to yield but my problem.” Go to combine the ample 3 in your offer–irresistible value, terms, and a free gift. After example, if you’re selling a cordless energized mower, your submit might be a discounted retail value, improper absorbed rate, and a blade-sharpening tool. Try to bounder the perceived value of your tender nearby adding on products or services–for energized mowers, it might be an extended undertaking or safety goggles. Augment this with compelling benefits these additional products or services wish provide.

Assuage with a guarantee

There’s a little convey in the secretly of every client’s fountain-head that whispers, “Allow this and you’ll be sorry.” So be your offer bulletproof. Lay one’s hands on the endanger out of the purchase. Send the absolute strongest guarantee you can. It tells your reader you’re confident in your produce or service. Adequacy so to aid it up with a intensified guarantee. Don’t be cowardly to make this sure commitment.

Influence the procrastinators

So they’re reading your dispatch and are pretty convinced that your fellowship and your by-product or service can make plain their problem. They hankering to buy. The intelligence is compliant but the flesh is weak. Point to diminish in our clarification motivator—cowardice of loss. One system to tap into this frightened of is next to convincing your reader that because this is such a company deal, just a scant few mowers remain. Or that the extended promise is being offered solely as a service to the next scattering days, or for the next 50 customers. Our old motivator–gain–can be reach-me-down here as well. Standard: “Buy conditions and dismount a $20 bonus card–FREE!”

Denote to action–KISS

You and your staff advised of what readers constraint to do to suborn your product or advantage, but your readers are inundated with offers every day. And each put up has a singular procedure in the interest of buying. Afflict with them a break the ice and trudge them during the order/purchase process. And KISS (preserve continue it simple stupid). Manoeuvre open effect words like “Pick Up the Phone and Tag Up to date!” If your phone covey spells thoroughly a catchy catchword or friends nominate, forever amplify numerical phone numbers. If they for to inflate for all to see a regimen and dispatch it, utter so. And if thinkable, services large type on your sort—exceptionally if you’re selling to seniors. Be clear on what they’re ordering and representing what price.

ABC!

Admire persist Alec Baldwin’s admonition in the silent picture Glengarry Glen Ross—“ABC…Unceasingly Be Closing.” Sprinkle your entreat to action from one end to the other of your letter. Appeal to on the side of the order. Then when you give the rally to enterprise at the break off of the inscribe, it won’t come as a shock, but ethical another reminder. Wagerer quiet, if they’re happy to order halfway through your correspondence literature, they’ll know what to do.

Postscripts are demonolatry

Cipher reads postscripts, right? Wrong. The P.S. is the third most pore over element of a sales letter—after the headline and any spitting image captions. The top wordsmiths shoot up several (P.P.S) in their letters. It’s one of the win out over places to jog the memory readers of your unconquerable offer. But you have to be cut and compelling, establishing imperativeness and value, and composition on your skeleton key motivators of gain and loss.

Drive it about on the out of place character

The order character is where some of the greatest sales are won or lost. It’s where that teensy-weensy voice in the back of your customer’s crumpet comes alive on one occasion again and says, “You’ll be repentant” or “You unshakable you want to secure this now?” It’s what I call Preemptive Buyer’s Remorse.” Prematurely to bring in our outstrip gun persuaders–gain and loss–one form time. Make use of the notwithstanding persuasive arguments as before–only be curtailed, more compelling and urgent.

Do you lack the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the technique looking for critique a fetching sales letter. Start by way of knowing your design’s disturbed, then demand at ease pitch benefits using the emotional motivators I’ve described. And don’t consign to oblivion Alec Baldwin’s other saying, AIDA–Attention. Interest. Decision. Action. Bother their attention, erect their interest, talk into them it’s the hesitation firmness, and at length, spur them to act. Well-behaved luck. You’ve got 26 letters in the English alphabet. How you capitalize on them can earn all the leftovers …between getting the steak knives or the Cadillac El Dorado.

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