Copywriting is not writing. It is assembling. The best copywriters collect the varied parts of their research and assemble those parts into a true story that resonates with the particular worldview of an audience. Then that story is tested, tweaked, and deployed again. A story that enters the conversation an audience is already having, can be a story that travels. The assembly of these parts is key. Though you’ll never know if a headline, or a collection of bullet points, or a call to action will resonate with your audience — not until you let it out into the real
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