the words in your copy should be like the windows in a storefront. The reader should be able to see right through them and see the product.
In "The Copywriter's Handbook," Robert W. Bly emphasizes the importance of clarity in copywriting. He suggests that copy should be transparent, allowing readers to easily understand the message and see the value of the product being offered. By crafting words that act like windows, writers can effectively showcase what they are selling, ensuring that potential customers grasp the benefits without confusion.
Bly's approach encourages copywriters to focus on straightforward language that directly communicates the product's features and advantages. This strategy not only engages readers, but also builds trust, leading to increased sales. Ultimately, clear and compelling copy can serve as a powerful tool in capturing the audience's interest and driving consumer action.
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All the things you can talk about in anyone's work are the things that are least important.
Race of Cain, ascend to heaven, And cast God down upon the earth!
