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Your job is to make the copy so interesting that people want to read it. Constantly challenge yourself: how will your text stand out, penetrate and hit home? Lars Falk has the key: “Make it interesting. Make it different. Provoke. Give the audience the opportunity to draw their own conclusions and add their thoughts and feelings. Make it personal. Pass on what you’ve learnt and what you know. Explain your logic. You are the spokesperson for the product. Prove that you believe in your client, cry if you have to.”

• Do_ Challenge yourself to write – a lot and every day. 750 words is a service that helps make writing a daily habit.

All tips and insights are from the book Sälj det med ord (Sell it with words) written by Mattias Åkerberg