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Power move #2 — make your copy crystal clear

This is not as obvious or as easy as it seems. You have to make sure there’s no vagary in your copy, no “voodoo copy.” If you can read a paragraph and not be sure what it said, or if you read it to someone and they aren’t sure what it says either, thats voodoo copy.” In fact, what I recommend is that after you have written yor offer out, you read it out loud to another human. Only if they can understand it, and repeat the offer back to you in their own words, can you feel confident that it’s clear enough.