Introduction

It’s a common mistake copywriters make, but it’s one you MUST not make, because it can be fatal. And that’s: writing copy that’s boring. Sometimes copywriters make the mistake of trying to put something funny in the copy that draws attention away from what you’re trying to sell. You definitely want to keep the tension going while you focus on the problem you’re promising to solve. But there are ways to do it that don’t detract from the sales appeal of the offer itself, and that’s what we talk about today.
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