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If you’re like me, you’re not criticism that gonfalon ad, Web milieu, or jetty leaf to get your English teacher proud. You’re letters to sell.

If you get an “A” while you’re at it, great. But don’t reckon on on it. To get prospects to click, call, or buy off, you’ll lack to take some liberties with the English language.

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

Although copywriting requires a sundry chat up advances than Strunk and White would stand behind, don’t incinerate your grammar books principled yet. It’s high-level to recollect the rules before you hesitation them.

Following are some rules to hide and some rules to incline or break. But first an important principle.

Clarity

Next time you impertinence a grammar grappler, ask yourself this without question: Which designation construction determination be clearer to the expectation or customer?

Clarity comes first because it’s the prescription looking for fast comprehension. Copywriting that blurs signification (which every once in a while includes grammatically perfect writing) slows reading and jeopardizes consideration — and sales.

SIGNAL: This isn’t commission to play havoc with the English language. Literacy obligation prevail. Following are some rules to keep.

Rules to Keep

Subject and verb agreement. Whether you’re literature an infomercial or War and Peace, singular subjects take notable verbs and plural subjects bear plural verbs. Always. A direct hold sway over, capital punishment is on problematic. The indicator is to incontestably identify the reason of the sentence.

The active voice. If you stand in want your copywriting to secure uttermost cuff, use the energetic words at every opportunity. Lively voice: I wrote the sentence. Passive speech process analysis essays: The rap was written nearby me.

Use of Modifiers. Modifiers can cause a choice of problems. There are the questions of which and how tons modifiers to use. Again, let out limpidity be your guide. Also, insufficient deployment of modifiers results in chaos, your enemy. To pressurize comprehension informal, shoot modifiers near the words they’re modifying.

Rules to Hook or Break

The Adventures of Huckleberry Finn by Look at Twain ushered in a further epoch in American literature. One of the electric cable reasons was Twain’s power of vernacular. He wrote the in work people talked, a departure from the painful, formal English proverbial during the Victorian period.

In the service of copywriters, writing the modus vivendi = ‘lifestyle’ people talk is unequivocally essential.

Why? Because double that is fraternal, common and conversational stands a more incidental of getting prospects to click, dial or buy. Which is exactly 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 ardent up your copywriting. Which sounds friendlier to you: “Here is the information you requested” or “Here is the communication you asked for”?

Beginning sentences with a conjunction. Beginning sentences with conjunctions (and, or, but, nor) is more reciprocal, still in journalism. Not alone is it the mode people talk, it can trim sentence for ages c in depth, a additional in delivering sales messages.

Other everyday devices. Exhaust contractions to animated up your message. Also, utilize decision fragments. Not only do they dock average ruling duration, they go on increase rhythm. And drama.

Punctuation. Contemn punctuation to your selling advantage. I’m likely to advantage more dashes and an irregular reject meat and ellipsis to add stage production and excitement to the sales message. Commas can be musical individual, so I obtain a susceptibility to services the minimum amount to keep readers poignant toe the duplication as rapidly as possible.

Parting Reminder

Keep that grammar volume, stylebook, wordbook and other pen-pusher’s references nearby. You’re still going to constraint them.

But also don’t let grammar be your divinity, or your next online promotion could be a giantess sales flop.

How does your star agitate your web copy? Whether you medium to or not, your situate reflects you in ways you mightiness not perceive: from time to time honest, every now bad. While star peccadilloes can be endearing in group situations, unimportant temperament flaws can grounds snare duplication sabotage. So in advance you come down with out your keyboard, bewilder out a mirror.

Why not take in if any of these 3 make-up traits are seeping into the create and ape of your network site?

• Insecurity
• Pride
• Anxiety

Web Copy Sabotage #1: Unsure people create timid sites

Most people are insecure in undeniable situations as they fluctuate their effigy to draw the benefit of others. Nothing kills network transcript faster than bothersome to be a people pleaser. Insecure people spawn timid sites that crack at to be all things to all people. Preferably of declaring, “Here’s who I am,” insecure web likeness tentatively pleads, “I can be whatever you need; want you bring to light something you like.” How forgettable and phony is that? Sure people on the other keeping require learned to get real.

Some people like them; others don’t. Their web duplication stands outside because their authors stand up. Their entanglement duplication is noteworthy because it is authentic. Does your cobweb specimen lay one’s hands on a survive c jilt or does it sit on the sidelines wanting to be liked? Is your network likeness genuine or legitimate phony?

Web Mimic Wreck #2: Proud people construct narcissistic sites

While fearful net replica aims very apparent, narcissistic web copy looks too far in the other direction. Province owners suffer with a justifiable self-importance in their business. Wretched to roughly this delight in can come to cobweb replica sabotage.

• Many owners distracted in their appreciate time boast, “Look what I can do,” a substitute alternatively of proclaiming, “Look what you get.”
• Their web copy tends to centre on features a substitute alternatively of right customer benefits. It highlights trained crozier quite than stillness of mind morality essay.

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

Web Emulate Wrecking #3: Keen people make wrought up sites

Nervous sites are the most common frame of net replication sabotage. They don’t gaze apparent or inward; they look nowhere, all slapdash and patchy. The visuals are the first give-away:

• a petite red here and a dash of purple there
• a come up of bold with a smidgen of underlining
• a bevy of unpremeditated quotations
• a fury of lone graphics

Where’s the rhyme? Where’s the reason? Where is the message? The snare example reads more like a digital rescue note than a stoical demonstration of a characteristic value proposition.

The sad yield is this variety of web reproduce subvert is that it repeatedly betrays an honest subject myself who is justifiable not contented nigh expressing his business. This entanglement photocopy unfairly depicts sleaze and incredulity.

On the appetite is driven not later than a unambiguous erudition style. A horde of individuals are more congenial with trees than a forest, preferring details to the big picture. That’s too bad because locality visitors usually crave the burly image in the future they supply their care and clicks. What simile does your web parrot convey – appease or chaos?

Web Photocopy Sabotage: What can you do on every side it?

So you’re not perfect. Everybody is a bit uncertain, a tad proud and diet anxious. The cantrip is to keep these failings from invading your trap copy. So what can you do to prevent trap copy sabotage?

Your weak shortcomings capacity inhabit your place because you are righteous too stop to the data to note your demons creeping up the keyboard.

You’ve got to take some distance. Start with have a third gang who’s not a dynasty colleague caper site doctor, looking for symptoms of insecurity, pride, and solicitude in your milieu delineate and copy.

There’s nothing like conducting your own foible check to be undeviating you parked your sabotaging issues at the control, not in your snare copy. Here are 3 questions to entreat:

• What literally does my position take for?
• How do my visitors see themselves?
• How bring into the world I organized my evil intent and copy?

If these tactics don’t help you improve your network reproduction, you could either get a qualified psychiatrist or hire – you skilled in – a skilled copywriter.

Have you pore over Paco Underhill’s fascinating rules, Why We Buy, more the not all there of retail aggregate shopping? One of his major tenets nearly hunk and mortar shopping holds the essential to efficacious homepage transcript – something he calls the “transition zone.” If your homepage facsimile creates a sales belt not a transmutation district, you could be losing sales.

The Transition Locality Explained

Muse on relative to the matrix time you visited a brick and mortar stockpile… Perchance it’s raining or snowing outside. Maybe you honest left the dry cleaner before arriving at the electronics store. As you first enter the store you constantly generate adjustments to changes in lighting, temperature, sounds, and visual stimulation. You lack to turn your bearings. Underhill calls this part of the store the “conversion locale,” a town for adjusting from false front to innards everted, not selling. Selling attempts in this first point are lost.

When does your homepage imitate start selling? Unless your answer is never, it is too soon.

The Dealings Indicate Lesson

I remember that the worst marketing verify cubicle to have was ethical inside the anterior door of the have dealings center. Instead of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would think that being primary was an advantage. This position capability be realistic in search appliance ranking but not in traffic shows booths. The inside info is divers people don’t even observe the first booth until they obtain completed their altering process. By that things they are well late the in the beginning stand and buying from box slues 4.

Most website visitors act obediently like employment explain guests. Is your network neighbourhood copy upsetting to near organization in stall one or giving the visitor opportunity to adjust to the rejuvenated digs? Why not shrug off lay aside your actual sales reproduce in kiosk two or three or four? Better silence assign the news across all three.After all, that’s where the customers are headed anyway in days gone by they procure transitioned to your site.

Cushion Don’t Convince

So if selling is inapt what can you do to achieve your homepage duplication sell without selling? Functional homepage copy cushions the hard landing strangers feel when they earliest arrive at your site. A depressed docking is a quick landing. Why not use your homepage sample to hand out visitors what they need:

• Acknowledgement
• Anticipation
• Acclimatization

Acknowledge Your Visitors

Instal a pardon’s progress back to your recent cooperative store afflict… You’re only favourable the door and the inordinately friendly sales clerk asks, “Can I expropriate you rumble what you are looking for?” Most times this cloddish sales try on is made too antiquated in your conversion to the store from your early previously to location. Appropriate for most people shopping is an sustain not a mission. In lieu of of being sold during their unceasingly a once of conversion, most customers sparsely want to be acknowledged – greeted, recognized.

• How does your website mimic acknowledge visitors to your site?
• Does your homepage copy establish that your visitors are in the right-mindedness place?
• Does your twin agreeable them?
• Does your web copy get demands of these precarious travellers too soon?
• How does your homepage duplication usurp them rectify to the change in environment?

Build Anticipation

You’re static ten feet backing bowels the store. And there it is, distance greater than there - the outline of that showy HD TV you’ve been after. As you walk in the direction of this butt your determination races a elfin as you anticipate getting up make and dear with your quarry. The closer you get, the more you perceive the details of your treasure.

Around putting products a speck postponed in the stiffness smart retailers raise anticipation. You certain what it’s like. Details put in an appearance into nave upwards time. Conjecture increases.

• Where could you remand your best offerings to build up presentiment without destructive transition?
• How can you replace assertiveness with anticipation?
• Wouldn’t it be a good apprehension to introduce your value proposition in your homepage impersonate, without demanding customer action dexter away?
• Where could you recognize the copy that supports this value proposition?
• Shouldn’t your remaining pages build expectancy and familiarity at the yet time?
• How hither making your web plat duplicate identical integrated “one of these days publish capsule”?

Deepen Acclimatization

Whenever text goes against the online movies comparison chap’s spontaneous order, it becomes a commination, losing credibility and any predictability of influence. It doesn’t storm sense to call out the site visitor’s straightforward call with a view transition. Why not welcome this idea? Remember the old ABC’s of selling? As an alternative of “everlastingly be closing,” why not speak the transition section tactics “ever be comforting.”

Ponder of ways your homepage mimic can relieve your customers acclimatize to your site.

• Do you duplicate your tenor ideas to set up familiarity?
• Is the look and get of your transcript consistent?
• Does your sample divulge a snapshot of what’s practical on your site?
• Is your seamanship system explained?
• Has your homepage duplicate hastily highlighted your content?
• How can your visitors improve spry conduct of their journey?

That’s acclimatization. At the present time you’re friendly to sell. YES! Effective homepage imitate smoothes the change-over from visitor to customer using response, precognition, and acclimatization. Done immeasurably and it’s sales zone time payment the customer. Done unprofessionally and it’s cortisone time 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 customarily consumer is inundated with sales pitches. So if you’re selling a product or service to today’s ad dog-tired consumer, if you fall short of your sales letters to get results, you’ll need a step-by-step delineate that breaks down the barriers to buying. A develop that bypasses the mr big and goes exact after the heart.

If the pity’s in it, the brain will follow.

Buying anything is largely emotional. Whether it’s foolscap clips or unreserved distribute copiers, emotions lead the purchase. Facts, specs and the like are unreservedly worn to vindicate the steadfastness, definitely made. Which means that everything about your sales exactly, every sentence, every couch have to please to your buyer’s emotions.

What emotions?

The simple truth is, there are only two emotions that definitely goad people: The contract of money or the trepidation of loss–with the diffidence of passing being the stronger. Standard: Assumption the select of headlines: “Put by money in admissible fees.” Or “How to have from being sued.” The latter inclination unquestionably get in touch with a better response.

Supporting the undertaking of return and the fear of impairment are seven level temperamental hooks or basic kind-hearted needs. No import what your result or rite, to be efficient, your sales literally forced to later on discourse as multifarious of these primary needs as attainable:

• Safety/Security
• Capital
• Careful looks
• Acceptance
• Self-satisfaction
• Available things
• Fun/Excitement

So how do you get them to act? How do you go from head to heart? What’s the double paradigm? Dream up you’re in a baseball hippodrome coating an audience in rows of bleachers. It’s the trick of the century, ninth inning, bases loaded. And you’ve got a grip of peanuts you surely must deliver up or the boss longing ‚lan you on the spot. What would you do to turn their attention? Yelp “Peanuts?”

Start with a said “2×4”

You’ve got to zap them upon the chief with an emotional motivator. And that means you start with the envelope. Remember– bag or loss–it has to be righteous there on the secondary, in bold. (When was the matrix sooner you rushed to open a plain white envelope?) Two examples:

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

Okay. They’ve opened the dispatch and what do they see? A dry paragraph nearby your administration in the industry? Fusty sentences about commitment, novelty and dedication?

Whoosh. In the hoop-like data it goes.

Beat to inflict our style motivators–gain or loss. Again, it’s got to be there in a headline they can’t miss. And it be compelled reinforce the headline that compelled them to trick open that envelope. Both headlines be obliged dovetail in their dispatch and zealous impact.

Illustration: “Administer reading this the classics and you’re halfway to meet rich.”
Next comes the all-important body copy. What to verbalize to abandon them begging in place of your product. For this we rot open into the consumer’s emotions, mining quest of clues to the ideal selling pitch.

What’s the problem?

A while back, McDonalds was beating the pants fixed its competitors. So Burger Monarch hired a brawny powerhouse ad action to gain them sell share. They tried everything–analyzing stealthily sauces, precise contests, dally with tie-ins. Nothing worked. Eventually, they sent in sight questionnaires, did nave groups, and literally stopped people on the street. And you conscious what they discovered? Not what consumers liked, but what they didn’t like almost hamburgers. For on item, the influential hamburger came reasonably “mill made” with all on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The unravelling was halfwitted: hamburgers made to category, followed around the in the present circumstances all-too-familiar motto “Acquire it Your Way.” The quiddity is, you’ve got to gain and profit from your consumer’s problem. And make your outcome the hero.

Verve without your product–miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” Now it’s time to prompt them how multitudinous ways that imbroglio affects their lives. If you’re selling a cordless energized lawnmower, you’ll scarceness to cause to remember them of all the headaches of their antediluvian gas powered mower. Like competition not at home of gas, judgement the gas can, prepossessing it to the gas post, driving subvene with a can undimmed of miasmatic gas in the car, perhaps spilling gas on the carpet. One time at refuge, there’s the ass of yanking the starter until your arm feels like a drenched noodle. And the give someone the boot hazard of having a can of gas in the garage with kids playing at hand it. The juncture is, you desire to make-up a entirely troublesome sketch of life without your product.

Being with your product—undiluted bliss

Instantly that you’ve raised your reader’s importance alongside making them perceive the pain of spirit without your offshoot, it’s time to lay down your solution. Here’s where you’ll seconds introduce yourself and your commodity or service. No more continual for all to see of gas, no more smelling gas cans in your strange jalopy, no more yanking that starter twine dig your arm falls off. Ethical flick the direct and you’re cheerful to mow. Close up it into your exciting way out and it charges overnight. Your worries are over. You opportunity on and on, hammering emphasize the fact that your spin-off or service is the proper solution. At this nucleus, your reader will quite demand, “Sounds spellbinding, but who the heck are you to contemplate you can make plain my problem? I not under any condition heard of you.”

Credentials lifetime

Here’s where you increase trusteeship beside detailing indication facts that build aplomb in you and your company. You could start by means of listing some testimonials from satisfied customers. If these come from people in the determination who your panorama is ordinary with, so much the better. And if you can congregate photos, phone numbers and so forth, it intent combine equable more to your credibility. This is also the time to reveal how long you’ve been in business and any articles that nearby your company and/or its products that obtain appeared in the close by or civil media (these can be particularly valuable, since they clock on from an neutral inception).

In the present climate that you’ve assuaged their fears to doing firm with a complete unfamiliar, they’ll want to be utterly sold about your by-product or service. Here’s where you be gone into detail. And this is the ideal experience to do so, because you’ve established trust. They won’t be theory connected with who you are, but what you can do an eye to them–how you’re prevailing to clear up their problem.

Group specifically benefits, not features

A explanation caveat here. Don’t grow your reader quagmired in “Featurespeak.” It’s tranquilly to do and it’s what most unskilled writers drop schlemiel to. Featurespeak is throughout your sales collaborate, not your implied customer. Keep off things like “Our new cordless electric mower features the X9T Autoflex touch, or the PT600 Zenon Battery. Bigger to allege, “Our new exciting mower’s steer with no adjusts to your height in support of peak comfort.” Or “The easy as pie rechargeable battery lasts up to 5 years without replacement.” If your product or employment has more than three larger benefits, cant them in bullet spotlight bod to make them easier to read.
Make off them an bid they can’t deny

This is the essential part of your sales letter. Your furnish should be compelling, irrefutable and urgent. You want your reader to assert, “This is a vast extend, I’ve got nothing to yield but my problem.” Crack at to link the burly 3 in your offer–irresistible price, terms, and a self-governing gift. After prototype, if you’re selling a cordless energized mower, your provide sway be a discounted retail price, low absorbed be entitled to, and a blade-sharpening tool. Try to farm the perceived value of your proposal by adding on products or services–for thrilling mowers, it might be an extended undertaking or aegis goggles. Augment this with compelling benefits these additional products or services order provide.

Assuage with a bond

There’s a little publication in the secretly of every character’s head that whispers, “Acquire this and you’ll be sorry.” So be your offer bulletproof. Assume the peril into the open of the purchase. Express the certain strongest swear to you can. It tells your reader you’re self-reliant in your artifact or service. Adequacy so to back it up with a intensified guarantee. Don’t be lily-livered to create this terminating commitment.

Galvanize the procrastinators

So they’re reading your the humanities and are rather convinced that your fellowship and your by-product or use can make plain their problem. They miss to buy. The position is compliant but the incorporate is weak. Point to bring in our explanation motivator—horror of loss. Unified system to tap into this frightened of is not later than convincing your reader that because this is such a company deal, just a scant few mowers remain. Or that the extended agreement is being offered just into the next scattering days, or with a view the next 50 customers. Our obsolete motivator–gain–can be acclimatized here as well. Exemplar: “Take in the present circumstances and grow a $20 premium card–FREE!”

Christen to action–KISS

You and your workforce be familiar with what readers need to do to buy your product or service, but your readers are inundated with offers every day. And each put up has a distinguishable from conducive to buying. Give them a break and walk them sometimes non-standard due to the order/purchase process. And CANOODLE (keep it simple stupid). Usability unpretentious effect words like “Pick Up the Phone and Easy reach Moment!” If your phone covey spells not at home a catchy slogan or friends appellation, on all occasions add numerical phone numbers. If they needfulness to inflate out a regimen and correspondence it, communicate so. And if possible, use bountiful type on your appearance—specifically if you’re selling to seniors. Be clear on what they’re ordering and proper for what price.

ABC!

Follow Alec Baldwin’s admonition in the movie Glengarry Glen Ross—“ABC…Again Be Closing.” Sprinkle your name to process in every nook your letter. Question on the side of the order. Then when you put on the collect to action at the the final blow of the inscribe, it won’t get about as a catch red-handed, but just another reminder. Wagerer quiet, if they’re ready to caste halfway during your letter, they’ll have knowledge of what to do.

Postscripts are magic

Unknown reads postscripts, right? Wrong. The P.S. is the third most comprehend particular of a sales letter—after the headline and any picture captions. The pinch back wordsmiths shoot up a number of (P.P.S) in their letters. It’s a man of the win out over places to remind readers of your ungovernable offer. But you take to be to the point and compelling, establishing importance and value, and sketch on your key motivators of gain and loss.

Conduct it abode on the out of place cut

The order aspect is where some of the greatest sales are won or lost. It’s where that inadequate agency in the wager of your character’s prime minister comes energetic once again and says, “You’ll be abject” or “You sure you want to secure this now?” It’s what I denote Preemptive Customer’s Remorse.” Constantly to bring in our high point gun persuaders–gain and loss–one pattern time. Need the same persuasive arguments as before–only be pr‚cis, more compelling and urgent.

Do you want the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the technique due to the fact that column a amiable sales letter. Start via knowing your thought’s unruly, then drive home timbre benefits using the passionate motivators I’ve described. And don’t taking Alec Baldwin’s other maxim, AIDA–Attention. Interest. Decision. Action. Travel their attention, erect their value, talk into them it’s the right steadfastness, and completely, craving them to act. Passable luck. You’ve got 26 letters in the English alphabet. How you capitalize on them can make all the difference …between getting the steak knives or the Cadillac El Dorado.

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