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• Avoid reverse body copy which can be difficult to read.
• Use simple type styles.
• Don’t use justified or condensed type, wraparound shapes (especially on the left) and skinny shapes.
• Understand and use copy blocking to maximize the flow of the sales pitch.
• Use plain formats when appropriate, which are always cheaper and sometimes stronger.
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- People:
- Chet Meisner
- Places:
- Chicago
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