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Copywriting Is Action-Oriented
- Copywriting differs from creative writing by aiming to prompt a specific action after reading.
- Creative writing seeks to entertain or share ideas without requiring a follow-up action.
Start With The Desired Action
- Before you write any copy, decide the single action you want the reader to take after reading.
- Work backward from that action to shape every sentence and the call to action.
Fiction Teaches Copy Hooks
- First sentences in fiction teach powerful lessons for copywriters because they must compel long commitments.
- A strong opening can make readers commit to hundreds of pages or a full sales page alike.