Marketing copy must bring to life the creative concept in a way that evokes emotion, provides explanations, establishes desire, and provokes action. Specifically, this chapter describes the following:
• Bold beginnings
• Body copy basics
• Action endings
Bold Beginnings
Headlines
Two elements stand out the most in marketing creatives: the visual and the headline. That means the headline is the most important written aspect of technical marketing communication. If the audience doesn’t read it, they probably won’t read the body copy or the call to action. The entire marketing message is on the line. So make every word count.
Specifically, a headline must achieve three overriding goals, which we will refer to as the “Triple ...
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