Direct response copywriter on the big fat split Infinitive

A few weeks ago, I wrote about the split infinitive. I’m not big on split infinitives so the book cover below stopped me in my tracks. Note the adverb that’s doing the dirty work—IN ITALICS!!!!!


I would have written: “How to Stay Slim the Rest of Your Days” or something similar. But would it have been a best seller with a different title? If I’m the publisher and tests show the split infinitive version will sell more, I’m splitting this big fat infinitive. One of my roles as a direct response copywriter is to ignore my grammatical and syntactical preferences and write copy that will persuade the reader to pull a credit card out of their wallet and BUY!

Oh and Charla…the pressure’s on…you HAVE  to stay thin forever!

I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.