This is about how to write copy. Not just any copy, but great copy.
Copy that persuades people to change their behavior, order a product, donate money to a cause, and/or send for more information.
In order to change behavior, it is imperative to use one (or more) of the seven key copy drivers identified by two of the greatest direct marketing gurus, Swedish entrepreneur Axel Andersson and Seattle direct marketing agency founder Bob Hacker.
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