1. 1.Know your visitors:
Who’s your audience? Who will be most interested in your lens? If you just aim at a general
audience, don’t expect to get any response! You need to know who’s out there so you direct your
attention right at them. What do they care about? What motivates them? What turns them off?
Remember to aim at those most likely to buy or clickout to were you want them to go, do not
waste your time with the rest.
2.Research your lens content before writing:
If you start writing before you know all the info available, you’ll end up with copy that’s scattered.
3.Review competitors websites and lenses:
Find out what your competitors are writing about this topic. While this may give you some great
ideas and input, don’t fall into a trap. Often what our competitors are writing is crap, so don’t give
it more importance then it really deserves. Remember, we need to do better! But then again, we
might be able get some great ideas!
4.Keep the lens flowing:
Keep it moving, keep their interest, if you slow down they have a chance to jump off. Be very
fearful of boring them. Too many details or technical terms can bore them. Watch out for good
grammar, that can be so boring. Forget about what you learned in English class, write how you
would talk to someone.
5.Keep thoughts in logical order:
Don’t go off on a tangent, avoid those dead-end roads. Make sure each step flows seamlessly
from one step to the next as well as in a logical order.
6.Speak the reader’s language:
Are you trying sell chemicals to engineers? Better know their language. Not only will it be more
comfortable for your audience, but there’s less of a chance of you looking like an outsider.
7. If you are selling something, stress benefits, not features:
I’m sure you’ve heard this one before, but it just might be the most important of all these tips.
Take all those features and translate them into how they most benefit your audience.
8.Identify your topics most important info and emphasize it:
Once you figure out the most important statement, fit all the others around this one.
9.Write on a one-to-one basis and in a conversational tone:
I personally, feel that this is the most important part of lenscrafting that you can master. Forget

2. the grammar and style, actually talk to that person. And remember, even though this lens you are
making may be read by thousands, you need to write it to one individual. When you start writing
a sales letter with “Dear Friends” you know you have started off on the wrong foot. Make sure it
reads “Dear Friend” and you can’t go wrong!
10.Be friendly:
That’s so very important. Being friendly gets their guard down. To get a return visitor or fan you
have to make a friend first.
11.Don’t let good grammar get in the way and ruin your message:
We covered this earlier, good grammar is too formal and boring. There’s no place for good
grammar in lenses.
12.Beware of pet words that you overuse:
We all have these words and phrases we keep using. We may not even realize it. But be careful,
they can be a turnoff. (One of mine might be “make sure” and another one might be “might be! I
also use too many exclamation points!)
13.Don’t state the obvious:
Another way to bore your audience. It may even be insulting to some.
14.Make sure the description matches the photos:
This should be obvious, but I have seen many that do not.
15.If you are selling tell them why they should buy from you, be authoritative:
Yes, don’t be timid, and never be afraid to ask for that sale.
16.Avoid long sentences:
Sentences with over 12 words could be more difficult to digest. Short snappy sentences slip into
their minds easier.
17.Use short words whenever possible:
Along with those short sentences, use short words. Don’t try to impress someone with your long
words. It won’t work. They’ll head for the back button.
18. Finally, be enthusiastic about your lens:
This is so important. Some of the best lenses I’ve made were about things I was very enthused

3. about. If you aren’t enthused, you will never enthuse your reader. And if you can’t enthuse them,
they won’t be called to action from you.