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Writing copy for any marketing materials requires one thing over all others - if you want people to read, you have to lead.

There are two types of copywriting out there. There’s the typical “laundry list” style of copy writing where you tell people what you have and what is special about it. Great way to guarantee no one ever contacts you about your product or service.

Then there’s the other style of copywriting. This style of copywriting is written the way all great sales people speak to potential customers. Great sales people never start out telling people what they are selling. They start out by trying to identify what the customer is buying.