Every message, whether it is a simple ad, a landing page, a book, a presentation, or your everyday conversations, relies on its content.

On the web and in print, the content is your words. Your words are your copy. Your copy makes, or breaks, the sale.

“I will do X for you for Y.”

This doesn’t actually incite people to take you up on it. They can always find the same thing cheaper. Or done better. Or faster.

How do they know it’s a good deal?
Do they even need it?

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