Years ago I ran across the quote…
“Words are cups for holding ideas.”
When it comes to selling, persuading and influencing with your copy – ideas are the thing.
If your copy or headline does not contain a big idea, then it will not be saved by excessive elocution.
Words like Free, Amazing, Miracle, Now, Shocking, Secret and others might add some spice to your idea, but they are NOT an idea …Excessive adjectives are NOT ideas …And multi-syllable abstractions are NOT ideas.
Ideas are Ideas.
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