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Compelling copy draws readers.(Chasers)
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B to B
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March 12, 2007
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Copyright informationCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Chasers are fond of copy that carries its message on the wings of well-chosen words. The writing should be in active voice rather than passive; short words and short sentences create a lively rhythm; and frequent use of the personal pronoun "you'' engenders a more conversational tone. In short, the copy must sparkle. Unfortunately, b-to-b copywriters don't get to rhapsodize about the virtues of an expensive sports car or a luxurious resort-products that naturally seem to lend themselves to poetic turns of phrase. Try sounding Shakespearean when your task is to tout new technology designed to improve the performance of multiheaded software products.
But it is possible ...
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