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Copywriting by Mark Shaw

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3 Writing for advertising and direct marketing

When writing for advertising or direct marketing you must assume that your target audience are tough. They automatically select the sort of media and information they choose to let into their lives, they don’t like being intruded upon, and they’re not predisposed to believe your messages – at least not to start with, anyway. Your audience want only what they think they are looking for, they don’t have much time to spare, and they are cynical. But give them what they want and they’ll love you for it. So, as the writer, all you have to do is figure out exactly what it is they’re looking for.

There’s nowhere to hide when you write advertising copy

Such fun – baring your soul and pouring out fresh ...

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