This is dummy copy. You’re not really supposed to read dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content. If you want to read, I might suggest a good book, perhaps Hemingway or Melville. That’s why they call it dummy copy.

This, of course, is not the real copy for this advertisement. The real words will be written once you have approved the headline. Rest assured, the words will expand the concept. With clarity. Conviction. And even a little wit. Because in today’s competitive marketing environment, the body copy of your advertisement must lead the reader through a series of disarmingly simple thoughts. All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, thatís a readerís job: to read, isnít it?) And by the time your readers have reached this point in the finished copy, you will have convinced them that you not only respect their intelligence, but you also understand their needs as consumers. As a result of which, your advertisement will repay your efforts. Take your sales; simply put, they will rise. Likewise your credibility. There’ís every chance your competitors will wish theyíd placed this advertisement, not you. While your customers will have probably forgotten that your competitors even exist. Which brings us, by a somewhat circuitous route, to another small point, but one which we feel should be raised. As a marketer, you probably donít even believe in body copy. Let alone long body copy. (Unless you have a long body yourself.) Well, truth is, whoës to blame you? Fact is, too much long body copy is dotted with such indulgent little phrases like the truth is, the fact is, and who’s to blame you. Trust us: we guarantee, with a hand over our heart, that no such indulgent rubbish will appear in your advertisement.