THE OFFER YOU CAN’T REFUSE
The offer is the very heart of your copy. It is the reason the copy is being written. When writing copy for offline consumption, once you have captured the attention of your readers you need to present your offer as soon as possible to let them know what you are selling and what kind of deal you’ll be making. When writing web copy for direct-response offers, that’s not necessarily the case. Particularly when writing editorial-style web copy, you must be careful not to uncover your hidden selling point too soon. If you do, you will remove all doubt that your editorial is actually an ad in disguise.
Whether you are writing copy for on- or offline use, your offer needs to be clear, concise, and, above all, irresistible ...
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