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“Imagine a fifty-something man in a blue long-sleeve shirt, the cuffs unbuttoned, his knuckles thick and coarse. He’s on the side of the road, quibbling over a stack of used cinder blocks with a merchant.”

“I’m guessing you want to write copy that sells. You want to write copy so irresistible it makes your readers scramble down the page — begging to do whatever it is you want when they’re done reading — whether it’s to make a purchase, send a donation, or join your newsletter.”