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Copywriting by Mark Shaw

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4 Writing for retailing and products

Large-scale retailing is fast-paced and furious. Time is of the essence and new promotions can be required every week, in multiple forms. Clear, positive interaction with the shopper is the key to success, and this requires strict control and careful management of customer messages. The challenge is knowing who you are writing for and what their mindset is – essentially they are looking for something and you are making it easier for them to find it. In this environment people vote with their feet – all you have to do is keep them on your side. Every retailer has a personality, brand characteristics, and product ranges, so if your writing reflects these you’ll be creating maximum customer interest. Products ...

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