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Are there any ´rules´ for copywriters?

A Rule for Copywriters: Know WHAT to Say

All too often online writers try to be too ‘clever' and try to be copywriters in the offline tradition. Your web site is not an ad! It is a place where you help people find what they want. In other words, don't stress about ‘how' to say something.

Focus on ‘what' to say when writing for the web. Be clear about the purpose of your web site and each page within it and understand what it is your visitors want. Only then are you in a position to write a clear, simple headline or body of text that says exactly the right thing.

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