Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Sometimes the best copy to sell a horse is, “horse for sale”.
Every product has a unique personality and it is your job to find it.
Here’s the only thing you’re selling, no matter what business you’re in and what you ship: you’re selling your prospects a better version of themselves.
There’s no such thing as ‘hard sell’ and ‘soft sell.’ There’s only ‘smart sell’ and ‘stupid sell
Decide the effect you want to produce in your reader.
Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self
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