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Have you ever read the copy in an ad, a brochure or a website and thought, “If I didn’t already know what these guys d, I’d have no idea from what I just read”?  It happens all the time.  It’s like there’s software that accesses a library of cliches, rearranges them, then churns out sentences that look impressive but are absolutely devoid of real meaning.  Think about what you truly enjoy reading, whether it’s a book by a particular author, a magazine article or a blog post.  No write like that — as if your first goal was to entice people to want to read more.  Because it is.