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Make your key points first

Readers - like all of us - are busy people. They want to know if and why they should continue reading your text. So in your copywriting, you need to grab their interest quickly, and not make them read through several lines of secondary information before you get to the point.

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Try to align your tone with your brand

One of the key purposes of business writing is to write in a way that reinforces your brand. It's also one of the main areas where much business writing often fails. If your brand is about dynamism, energy and modern thinking, your writing needs to support that. So that means using appropriate language, tone and structure.

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