When should copywriters go into more detail?

I often get asked: “How can I avoid boring repetition when writing lots of copy on the same subject?” This cropped again recently when I was delivering an in-house copywriting workshop at a software company. In particular, delegates were concerned that almost everything they published contained the same benefit claims. I saw what they meant….

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Writing content today? Try being super-specific.

  • Posted by: rgroom
  • Date:

Often when you write content you have a choice to make: do you make it fairly generic so it appeals to everyone, or do you narrow it down to something more specific? If in doubt, my preference is usually to go down the specific route. Here’s why… It can be tempting to try to appeal to…

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