Always ask yourself how little copy is needed to convey your key message. You might be surprised by how succinct you can be. Extreme case in point: this SI cover. The top one is doctored with my own ersatz headline. The bottom one is the actual, superior version. Zero copy. Thanks to the powerful image, the key message is crystal clear, without the need for a largely redundant headline. There’s no eloquence like simple eloquence, folks. #copy #content #marketing
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