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You might take the project head on. You might write about the elasticity of the shoe's sole or the lightweight design. Indeed, lots of have. Or you could put all of that aside and instead draw the connection between the product and the experience it evokes. Source: 2 things are happening in this advertisement.

Second, not only does Nike connect the advertisement to the experience of running, it actually connects to the noise that those shoes make as they hit the pavement. This ad is about the intricacy of one's life fading away and being replaced by simplicity and clarity. As the copy progresses, the sentences streamline and the copy's complexity is slowly replaced by the basic and rhythmic pounding of words: run, run, run, run.

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That's connection. 3) It has a sensational lead. The following are all headings or leading sentences from Urban Daddy, an email-based magazine accentuating new items, experiences, and eateries. "Six days. That's for how long you have up until 65% of your body is turkey." "There are 8,760 hours in a year.

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Yeah, it's not reasonable. However 60 minutes is 60 minutes." "Ewoks.  Related Source Here  about living." What prevails among each of these leads? They make us wish to read the next line. I mean, seriously, just how much do you need to know where that Ewok thing is headed!.?.!? There's an expression in copywriting that's loosely credited to copywriter and entrepreneur Joe Sugarman, which roughly mentions that the function of the headline is to get you to check out the very first line.

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In other words, if your first line does not intrigue your readers, all is lost. 4) It is substantiated of listening. Seeing its plans to release yet another health club in the greater Boston region, an outsider may have called the Harrington family a wee bit crazy. The market was already flush with health clubs, including a brand-new type of high-end ones that seemed to be in an arms war for the flashiest benefits.