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When I say that you do not have to drive sharp bargains, I do not mean that you do not have to drive any bargains at all or that you are above the necessity for having any dealings with your fellow men. I Mean that you will not need to deal with them unfairly. You do not have to get something for nothing, but can give to every person more than you take from him.
Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, “Best in the world,” “Lowest price in existence,” etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make.
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The Biggest Mistake Copywriters Make
But they do.
And these sales pieces end up falling on my lap because they’re desperately unproductive. When clients ask me to critique or rewrite copy, one of the biggest problems I see is the fact that the copy is stale, limp, and anemic.
Copy so downright dull, the only response it gets are yawns.
You’ve heard the adage, “copywriting is salesmanship in print.” This is nothing new. It comes from the ageless teachings of the masters, like Hopkins, Barton, Collier, and others, which still ring true today. Including the Internet.
But people tend to forget this axiom. Here’s why…
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