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by Karon Thackston (c) 2006, All Rights Reserved
In Part 1 of this article series (found here: http://www.marketingwords.com/articles/articles_copymakeover_facts1.html) we discovered the challenge faced by the copy of Julie’s Jewels Moissanite page. The original copy (found here:
http://www.copywritingcourse.com/juliesjewels-moissanite-original.pdf) was too factual for visitors to relate to effectively. I outlined the problems and the proposed solutions. [...]

by Karon Thackston © 2006, All Rights Reserved
Time for a pop quiz! Name three products that sell better when a facts-based approach to copy is taken. Just off the top of my head I’d say computers, fax machines and microwave ovens. Now, name three products that sell best when the copy is romanticized. [...]