How to Write a Powerful Close

Having discussed other aspects of the body copy in previous posts, let us now consider the final aspect of the body of your communication piece: an effective 'close'. The overall…

The Case for Short Copy

In my previous post I discussed the case for long copy, which I argued is more suited to generating a complete saleĀ - being particularly relevant for significant, high-involvement purchases that…

Short or Long Copy?

A common question I regularly receive is 'how long should my body copy be?' As is often the case, the answer is 'it depends...' To put it simply: the length…