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Keep It Simple Stupid

As a student of copy I get to see the good, the bad and the ugly.  I'm amazed at how clever some people's copy can be.  One headline read - "The End of the Stone Age" on reading the copy they were selling a solution to painful kidney stones.  Clever eh?Regrettably, even someone with kidney stones probably would never have got that far.Curiosity can be used to entice someone into your fabulous copy but 9 out of 10 times (or even 99 times from a hundred) it doesn't work.So being simple, I stick to the KISS method - Keep It Simple Stupid. 

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