This is some dum­my copy. You’re not real­ly sup­posed to read this dum­my copy, it is just a place hold­er for peo­ple who need some type to visu­al­ize what the actu­al copy might look like if it were real content.

If you want to read, I might sug­gest a good book, per­haps Hem­ing­way or Melville. That’s why they call it, the dum­my copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the con­cept. With clar­i­ty. Con­vic­tion. And a lit­tle wit.

In today’s com­pet­i­tive mar­ket envi­ron­ment, the body copy of your entry must lead the read­er through a series of dis­arm­ing­ly sim­ple thoughts.

All your sup­port­ing argu­ments must be com­mu­ni­cat­ed with sim­plic­i­ty and charm. And in such a way that the read­er will read on. (After all, that’s a reader’s job: to read, isn’t it?) And by the time your read­ers have reached this point in the fin­ished copy, you will have con­vinced them that you not only respect their intel­li­gence, but you also under­stand their needs as con­sumers.

As a result of which, your entry will repay your efforts. Take your sales; sim­ply put, they will rise. Like­wise your cred­i­bil­i­ty. There’s every chance your com­peti­tors will wish they’d placed this entry, not you. While your cus­tomers will have prob­a­bly for­got­ten that your com­peti­tors even exist. Which brings us, by a some­what cir­cuitous route, to anoth­er small point, but one which we feel should be raised.