The most common copywriting fix I make: A lot of the time, people feel like they need to be *clever* when writing copy. But what they really need is to be *clear*. I saw these two signs at a Christmas tree show last month: "Need tickets." "Have tickets." It's copy that knows exactly what people are thinking as they walk into the hall. "Where do I go next?" The organizers could have chosen to be clever or cute with these signs. Instead, they chose to be as clear as possible. I'd say it was the ri

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