For me, copywriting is all about involving the customer — defined as appropriate for your target audience (potential lead, loyal user, internal group, tech savvy, skeptic, left-handed, you get the idea). Focus on the message (inform, persuade, or remind), make sure you address their needs (why should I read this?), get them leaning forward (ah, you’ve got their attention), and ta da (“just like I wrote it,” says the client).

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