Whether it is for a speech, sales letter or email, pay attention to the final word in your sentence.
In copywriting, we call it the “hot spot” – the word that makes the biggest impact on readers. So keep it for powerful words.
Instead of:
You will feel refreshed when you use XYZ brand of body foam.
Say:
XYZ brand of body foam leaves your skin feeling clean and refreshed!
Instead of:
You’ll learn how to dress to impress when you read this article
Say:
This article will teach you how to dress to impress!
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