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WARNING: Good Writing Kills The Sales and Profits In Your Business

WARNING: Good Writing Kills The Sales and Profits In Your Business

“There is little sales value in fine writing. It is what you say that counts, not how you say it. A valid argument presented in blunt language will sway the reader more than a less valid argument beautifully presented.” — John Caples, Tested Advertising Methods, (p. 27) Let’s get one thing clear before we get started: the purpose of copywriting is to produce results. If you agree, then continue reading. But if you think copywriting is about being creative, clever or expressing yourself then stop right now.

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