Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi eros libero, condimentum ut, facilisis non, pellentesque ut, enim. Duis tortor. Proin a quam. Phasellus pellentesque volutpat felis. Nulla facilisi. Cras sed sem at neque dapibus ultricies. Aliquam placerat pellentesque metus. Morbi ac dui non nibh pretium lacinia. Curabitur vitae elit quis tellus tincidunt aliquet. Aliquam id ligula vel eros lobortis interdum. Aliquam in mauris. Etiam et turpis. Donec faucibus vulputate arcu.

Heading 2

Praesent dolor ipsum, mollis et, porta vel, auctor ultricies, mi. Vivamus ligula leo, ullamcorper eget, pellentesque sed, adipiscing eget, ipsum. Duis imperdiet adipiscing justo. Duis molestie quam vehicula dui. Donec nec ligula. Nullam turpis mauris, mollis ut, semper non, imperdiet vitae, nunc. Suspendisse diam diam, rhoncus in, imperdiet eget, iaculis nec, nibh. Proin commodo risus quis velit. Nam sodales massa ut ipsum. Curabitur ipsum.

Heading 3

Integer pretium enim a lectus. Sed mi. In neque. Suspendisse suscipit ipsum in ligula. Integer aliquam rutrum ante. Pellentesque ligula. Duis mauris. Nunc volutpat mi non lorem. Cras eros. Vestibulum vel nisi. Aenean nec nibh sed orci imperdiet tempor.

Heading 4

Aenean nec sapien sed arcu gravida scelerisque. Fusce vehicula risus vel urna. Cras venenatis leo id dui bibendum pretium. Cras sem sem, pretium vel, cursus id, facilisis eget, enim. Ut tempor. Donec augue lorem, sollicitudin sed, mattis quis, egestas at, risus. Praesent tempus orci in massa. Integer tempor ornare velit. Proin euismod. Nunc in augue.

Heading 5

Duis iaculis elit non lacus. Ut sollicitudin erat. Suspendisse potenti. Duis iaculis pharetra lacus. Fusce ac magna. Duis et ante et libero rutrum sagittis. Vivamus consectetur. Integer in eros. Donec at purus. Praesent diam mi, sollicitudin a, molestie non, imperdiet a, enim. Pellentesque et ante sit amet lectus eleifend aliquet. Cras convallis erat non arcu. Duis consectetur tempor mi. Suspendisse non dolor at augue consectetur dictum. Aliquam arcu mauris, commodo sed, ultricies elementum, lacinia a, nisl.

Heading 6

Mauris ultricies, odio a ultricies blandit, lorem mauris tincidunt tortor, et aliquet enim neque quis turpis. Nunc neque diam, porta ac, accumsan ut, tristique in, nibh. Ut ac justo sit amet dolor ornare cursus.

If you want to read, I might suggest a good book, perhaps Hemingway or Melville. That’s why they call it, the dummy copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the concept. With clarity. Conviction. And a little wit.

In today’s competitive market environment, the body copy of your entry must lead the reader through a series of disarmingly simple thoughts.

All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (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 of which, your entry will repay your efforts. 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 will know why, won‘t you? You will 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, enslaved to each mellifluous paragraph, clutches his newspaper with increasing interest and intention to purchase, you can count all your increased profits and take pots of money to your bank. Sadly, this is not the real copy for this entry. But it could well be. All you have to do is look at the account executive sitting across your desk (the fellow with the lugubrious face and the calf-like eyes), and say ”Yes! Yes! Yes!“ And anything you want, body copy, dinners, women, will be yours. Couldn’t be fairer than that, could we?