GOD is in the Details and Copywriting is in the Nanosecond
The famous Twentieth Century architect Mies van der Rohe made that oft-quoted and oft-misquoted pronouncement: God is in the details. He meant that great architecture doesn’t simply occur in the big, dramatic shapes of a building, in the sweeping roofs and in the beautiful planes of glass. It takes place in every screw and bolt, and in every joint between materials. It occurs in every detail.
An effective piece of copywriting, (and as I always say, anything you write to persuade is copywriting, whether it’s an ad, a brochure, a website, an email or a cat notice on a bulletin board) takes place not only in the details, but in the nanosecond.
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