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In other words, the killer poet combines style with selling. But it’s equally effective to position your selling argument as a direct communication between the company founder and his or her customer.This down-to-earth approach levels the playing field. We understand you may not agree with this decision, but we hope you'll come to love these alternatives as much as you loved Reader. It’s an art because it requires creativity, a sense of beauty and style — a certain aptitude, mastery and special knowledge.What you’re saying is this car will need a lot of TLC.You might even go as far as to say, “Make no mistake here — there’s much work to be done here.” And here’s a curious thing: when you are honest and transparent about product weaknesses, the customer trusts you.

But we aren’t so enamored by their writing abilities that we try to imitate their styles at the expense of teaching and selling.

In bad copy, one (or both) of these elements are missing. Read on, in the next few minutes we’ll explore ten examples of good copy living (and selling) out in the wild … It will give a prospect the information she needs to make an informed decision about the product. We like hearing about people — especially interesting people.

The most basic approach to writing effective copy is to simply introduce the product without gimmick or style. People who’ve suffered challenges we can relate to, and can tell us how they overcame those challenges.

Often the sheer passion for what you’re trying to promote breathes off the page.

In fact, you can record a conversation about the product, transcribe that conversation, and use it as a rough draft.