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No one is really going to start reading your copy—or they’ll never keep reading it if they start. Well, they might if you’re writing with them in mind. For example, I know that if you’re reading this, you might be insecure about the allure of your web copy. I know this, and I played into that insecurity right away to keep you reading. While that doesn’t sound very nice, it was extremely thoughtful of me. Most web copy is generic and written by someone rather than for someone. Coming from a background in literature, I feel playing to an audience ...
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