Quick tip from Bob Bly."A major copywriting Copywriting is the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. error is producing copy that speaks on a layperson's level when your mailing is targeted to industry professionals," independent copywrite Bob Bly observes. "For example: DP professionals know what CICS (Customer Information Control System) A TP monitor from IBM that was originally developed to provide transaction processing for IBM mainframes. It controls the interaction between applications and users and lets programmers develop screen displays without , MVS (Multiple Virtual Storage) Introduced in 1974, the primary operating system used with IBM mainframes (the others are VM and DOS/VSE). MVS is a batch processing-oriented operating system that manages large amounts of memory and disk space. and ISDN ISDN in full Integrated Services Digital Network Digital telecommunications network that operates over standard copper telephone wires or other media. are. You don't--so the natural tendency is to want to explain them in your copy. "But being too elementary turns readers off and signals that you're not really in touch with their business. "How would you respond to a mailing that began, 'Direct mail is an exciting way to sell your products?' Yawn. Bly, 22 E. Quackenbush Ave., Dumont, NJ 97628, 201-385-1220, www.bly.com |
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