When writing copy it is important to know that you are not to go after the sale. People who feel like they are being sold will not read further. As a copy writer it is your job to educate and inform to create action. The potential client wants to know what is in it for them. How can it ease their pain or make them better.
Spending time on how long the business has been in existence or how many degree you have doesn't peak your potential clients interest and is a waste of money unless on the about page on a website.
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