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This is the problem from which the cataloger at the head of this section suffered. He was terrified of thwarting the interest of anyone about anything, and ended up forcing his copywriter to write copy so generic it was ineffective.
Copy can’t be targeted toward all customers. Rather, good copy is written by first figuring out what a given product’s key features are, discerning who will want and respond to those key features, and writing copy that communicates clearly and persuasively to those specific buyers.
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- McIntyre Direct

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