Eight Copy Glitches that Dry-Gulch Results

8. GETTING TIRED. You’ve written a marvelous opening paragraph. Your enthusiasm carries you to the bottom of the first page. Your subheads are grabbers. And then something happens. You’ve run out of the story, or shot your proof points, or haven’t found a good way to close. So you tail off “not with a bang, but a whimper.” Who cares? You know how strong your opening paragraph is; you know you have the right benefits and tone. Who cares? Prospects do! They can sense when your enthusiasm begins to flag, and it leaves a sour taste. They think, “maybe this is like their product. It works when I first get it, then loses its energy.” For any who doubt that prospects care about the last page of a letter, just plant a typo and watch the mail.