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Article: Strike hasn't put end to good copywriting.(Chasers)
- Article from:
- B to B
- Article date:
- February 11, 2008
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Copyright informationCOPYRIGHT 2008 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 Hollywood writers have spent the bulk of the past three months out on strike, but there are still good stories being written. They can be found in some b-to-b ads.
Good copy has a storytelling quality to it. The writing engages readers and won't let them go. The well-told tale can consist of nothing more than a paragraph or two, or it can spill across a spread.
The best copywriting holds its audience with the tools of a great conversationalist, someone who manages to make you the center of attention. Frequent use of personal pronouns like "you,'' or "your'' or "we'' brings the story home; active voice keeps it lively. And there's a crisp cadence to the writing.
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