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I force myself to think a lot harder about what really needs to be said in order to attract, engage, inform and inspire the reader.I force myself to find the one line, the one thought that truly describes what it is I am trying to say.With that line in hand, I can then start over, knowing that I am heading in the right direction with a clear, simple message.

All too often, copywriters use the process of copywriting to help them 'think'. That's how bad copy happens. You need to get the thinking done before you start writing.


 

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