This is some dummy text. You’re not actually supposed to read this dummy text; it’s just a placeholder for people who need some text to visualize what the actual content might look like.
If you’d like to read, I might suggest a good book—perhaps Hemingway or Melville. That’s why they call it a placeholder. This, of course, isn’t the actual text for this entry. Rest assured, the words will flesh out the concept—with clarity, conviction, and a touch of wit.
In today’s competitive market, the body of your entry must guide the reader through a series of deceptively simple ideas.
All your supporting arguments must be conveyed with simplicity and charm. And in such a way that the reader will keep reading. (After all, that’s what readers are supposed to do: 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, your entry will pay off. Take your sales, for example; simply put, they will increase. The same goes for your credibility. There’s a good chance your competitors will wish they’d submitted this entry instead of you. Meanwhile, your customers will likely have forgotten that your competitors even exist. Which brings us, via a somewhat roundabout route, to another minor point—but one we feel should be raised.
Long copy or short – You decide
As a marketer, you probably don’t even believe in body copy. Let alone long body copy. (Unless you have a long body yourself.) Well, truth is, who’s to blame you? The fact is, too much long body copy is peppered with such indulgent little phrases like “truth is,” “the fact is,” and “who’s to blame you.” Trust us: we guarantee, with our hand on our heart, that no such indulgent rubbish will appear in your entry. That’s why God gave us big blue pencils. So we can expunge every example of witty waffle.
For you, the skies will be blue, the birds will sing, and your copy will be crafted by a dedicated little man whose wife will be sitting at home, knitting, wondering why your entry is taking up more of her husband’s time than it should.
But you’ll know why, won’t you? You’ll have given her husband a chance to immortalize himself in print, writing some of the most persuasive prose on behalf of a truly enlightened purveyor of widgets. And so, while your devoted reader, captivated by every mellifluous paragraph, clutches his newspaper with growing interest and a desire to buy, you can count all your increased profits and deposit piles of money in your bank account. Sadly, this isn’t the actual copy for this entry. But it could very well be. All you have to do is look at the account executive sitting across from you (the guy with the gloomy face and the calf-like eyes), and say “Yes! Yes! Yes!” And anything you want—body copy, dinners, women—will be yours. It couldn’t be fairer than that, could it?