This is my understanding of copy writing:

First of al I need to understand what I'm writing about. Then I need to have all available information. I should get a precise picture of the strenghts and weaknesses of the product. Who is the target group. Which media is used to transport the information?

There are numerous high-flying philosophies about advertising copy and how to write it. I prefer the practical approach: If I can believe in a product, so that I would even buy it, I will also find the right words.

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