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Whether you are writing copy for direct mail, email, in-store or exterior signage, or any other type of marketing material, a few simple tricks will increase your ability to grab your audience’s attention and communicate your message more effectively. Here are some fundamental principles of writing great copy that will help you command attention: Be imaginative. It’s easy to say the same thing in the same way all the time. Break out of the mold. Look for unconventional ways to communicate your message. Be a salesman. Cute and clever doesn’t get you anywhere by itself. Your copy still has to motivate recipients to action. Be creative, but also be clear. Sell benefits. Give an overt call to ac