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It’s an objection often raised, especially when it comes to longer pieces of copy. If handled badly, it can ruin your work. But get it right and it could be one of the most important tools you employ. I’m talking about repetition. A reader asks an interesting question on this very subject: “Is there a good technical reason why so many of these sales letters go on for ages and repeat themselves endlessly?” Put simply:…

It’s the early 1900s. You’re in Paris. Specifically, you’re in Gertrude Stein’s home at 27 Rue de Fleurus. On the walls surrounding you are hung what will become some of the most important works of art ever to have existed. But that’s all to come. Right now, the talk around you concerns two specific artists. Both have pictures hanging on Gertrude’s walls… Both are considered geniuses… And both are pushing the boundaries of art to…

You may know him as Kento. Or you may know him by his Spanish name: Pedro. For a short while, I knew him as Hector. Before a fellow writer and marketer, Thomas Goosey, enlightened me. In case you don’t recognise his name, he looks like this: He’s a children’s television character that’s become a meme. He’s usually used as a GIF to express shock. I like him. He’s funny. But why the freaking lobster am…

Writing copy to grab your reader’s attention is hard. You might spend weeks testing different ideas for nothing. Even if the product or service you’re selling is great, it doesn’t necessarily make writing captivating copy any easier. But there is an exercise you can do to write copy with a much greater chance of success. And strangely, it involves spending time in your reader’s bed. Huh? Between the sheets Of course, I don’t literally mean…