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Web Copywriting:
Beauty
Manufacturer and Distributor
JF Labs contracted me on a couple of occasions to rewrite a sales
presentation and part of its website.
JF Labs has amazing products and service, but the existing copy
got in the way of the reader who wants to connect with the company,
to trust the people behind the products. Using the Compelling Storytelling
model, I changed the tone, making it more engaging. Wherever the
copy made claims, I substantiated them using facts about the products
and company history. Instead of describing products, I demonstrated
how they fixed specific hair conditions.
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