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Yes, composing copy is an art and skill all its own. you need to know your target market, emphasize the benefits they will gain by purchasing your offerings NOT beating your chest about how good you are – this is a common mistake. The style and approach of your copy will be very much determined by the business area you are in. One word of advice: don’t just accept an ‘expert’ on the strength of their self talk- and beware of ‘cookie cutter’ template approaches, you need a tailored solution , otherwise you will just come across like everyone else-mediocre and vanilla.
All the best