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This is some dummy text. You’re not really 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 it were real. If you want to read, I might suggest a good book—perhaps Hemingway or Melville. That’s why they call it “dummy copy.” This, of course, is not the actual text for this entry. Rest assured, the words will expand on the concept—with clarity, conviction, and a touch of wit. In today’s competitive market, the body copy of your entry must guide the reader through a series of disarmingly 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 a reader’s job: to 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; simply put, they will rise. Likewise your credibility. There’s every chance your competitors will wish they’d placed this entry, not you. While your customers will have probably forgotten that your competitors even exist. Which brings us, by a somewhat circuitous route, to another small point, but one which 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? Fact is, too much long body copy is dotted with such indulgent little phrases like “truth is,” “fact is,” and “who’s to blame you.” Trust us: we guarantee, with a hand over 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 witted 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 demands 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 dedicated 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 take pots of money to your bank. 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?