copywriting
Warning: over-used devices can drastically damage your copy
Less is more so they say -whoever they are. That has just been rammed home to me while reading a book by and about a company that I really admire. I love what they do and am a big, big fan of their copywriting.
However I found one device they use in the book very irritating and that’s only because they’ve used it so often. By the time I got to the end of page two and had counted ten instances (because that’s the kind of sad person I am) it really began to rankle.
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One hundred million trillion ways to sum up your business
Whatever you’re writing, whether it’s a business letter, web page, newsletter item, or brochure, finding the right words isn’t easy. You have to choose words that clearly and succinctly sum up your business, service or product . And they have to resonate with your audience. But if you think that’s difficult how about this for a fact? There are up to one hundred million trillion ways you could write a 20 word sentence.
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