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Web Copy That Sells, 3rd Edition by Maria Veloso

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THREE FUNDAMENTAL RULES FOR WRITING WEB COPY THAT SELLS

It amuses me that whenever I run a successful campaign with great web copy, I find a few dozen copycats mimicking certain parts of my work. Invariably, however, they merely copy the words but fail to duplicate the strategy or tactic behind the words, which is what really makes the copy effective. The writing strategy I employ in every web copy piece that I write is founded on three relatively simple rules.

Rule 1: Don’t Make Your Website Look Like an Ad

Depending on which source you believe, the average person is exposed to anywhere between 1,500 (Media Literacy Report published by UNICEF) and 5,000 (Charles Pappas, Yahoo! Internet Life columnist) advertising messages per day from TV, billboards, ...

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