Selling. Copy vs Style Copy


“13. Selling copy vs style copy. Style copy is flowery language and unsubstantiated claims. Selling copy is simple and proves claims. Caples said, “Advertisers who can trace the sales results from their ads use selling copy.”

One of (John) Caples’ top 20 methods for writing copy that sells. From Brian Kurtz and Craig Simpson’s new title, “The Advertising Solution”


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