This volume should be of interest to anyone who needs to acquire or develop copy-writing skills. It explains how to approach the challenge of writing copy that should coax orders, payments and donations from the reader. The book contains simple, proven, effective techniques for coming up with ideas - and developing them into fluent persuasive messages. The book covers copywriting for the web and shows the difference in approach needed for the changing environment on the Internet. Tricks of the copywriter's craft are revealed - the trade secrets that are the result of analyzing what is often thought of as an instinctive, subconscious process.
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