The consumer is the only thing that matters
"Make it shorter and punchier".
If I got a dollar for every time a client says these words when judging copy, I would be a millionaire.
But contrary to what many CEOs, business owners and marketers think... copywriting is not the art of pairing jargon and "punchy" words to meet a word count.
You see, copywriters used to have one job: To reframe or reaffir…
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