Let’s talk about desire and the role it plays in your business. I want to talk about desire as a copywriter because copywriting can’t sell somebody something they don’t already desire on some level. The art of copywriting is about taking your prospects’ hopes, dreams, fears and desires then focussing them on your product or…

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What’s the likely difference between these two pieces of copy for a hotel in Thailand? Version one: “Our lagoon-pool features a full bar service.” Version two: “Lounge by our lagoon pool, cooled by an Andaman Sea breeze while you sip Bacardi from a coconut…” I don’t know if people still drink Bacardi, but you get…

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