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How Do You Write Copy That Sounds Human Without Losing the Message?
A few years ago, I was handed the homepage of a small delivery app and told to "make it sound less like a brochure." The line I inherited read: "Our innovative platform provides enhanced solutions for modern users." I asked three people in the office what that actually meant. Nobody could tell me not even the person who'd written it. So I binned it and wrote instead: "Check your orders,...
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