Good Copy Illuminates and Delivers (the Truth)
Introduction Good copy has two important functions. 1) It brings up “the world” alive. And once our attention is engaged, 2) It also delivers the unvarnished truth. Delivering the truth without aesthetics, without illumination, would be like that proverbial tree falling down in the forest and nobody noticing it. Does a tree really fall if…
Read MoreHow to Set Up Your INDEX Page Numbers Correctly in FrameMaker
© 2007-2010 Ugur Akinci FrameMaker, like all powerful tools, can be frustrating if you do not know how to use it properly. For example, FM has one of the most reliable and versatile book indexing functionalities under the sun. But setting it right might require paying attention to what’s going on in the Reference Pages…
Read MoreImportance of Testimonials in Copywriting
Introduction Testimonials are the best way to present the credibility of a product. A good testimonial will provide a personal account of how the product helped them. A testimonial may sound like an advertisement, but it’s actually written by someone who had a good experience with your product or service. Testimonials are proven to have…
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Three Masters of Copy who are not “Copywriters”
Introduction Copywriting is the art and science of persuading people to take certain actions. The “copy” in copywriting simply means prose, and a good copy is any piece of text that communicates well. The copywriter’s job is to understand their audience and design a message that resonates with them. They use the right words, images,…
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