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It's Not What You Say, It's How You Say It
Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the “hot buttons” and push the reader to take some kind of action.
But is it really ALL about words? I mean, just words? No.
Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader’s focus away from the message.
I agree. But not entirely. Here’s why…
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