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name: copywriting
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description: "为落地页、邮件、广告、销售页面和营销材料撰写有说服力的文案。"
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---
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# Copywriting
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## Overview
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Copywriting is not creative writing. It's strategic writing designed to move someone toward a decision. For solopreneurs, good copy can double conversion rates without changing anything else in your product or funnel. This playbook gives you frameworks and techniques to write copy that sells — without sounding sleazy.
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---
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## Step 1: Understand the Core Job of Copy
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Copy exists to:
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1. **Grab attention** (get them to stop scrolling)
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2. **Create desire** (make them want what you're offering)
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3. **Remove friction** (address doubts and objections)
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4. **Prompt action** (tell them exactly what to do next)
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Every piece of copy — a headline, a landing page, an email — must accomplish all four. If it fails at any one, the copy fails.
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---
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## Step 2: The Anatomy of Persuasive Copy
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Effective copy follows a structure. The three most battle-tested frameworks:
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### Framework 1: AIDA (Attention, Interest, Desire, Action)
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Classic and reliable. Use for landing pages, emails, and sales pages.
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```
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ATTENTION: Bold headline that stops the scroll (the promise or the pain)
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INTEREST: Elaborate on the problem or opportunity (make them nod "yes, that's me")
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DESIRE: Show the transformation or outcome (paint the picture of success)
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ACTION: Clear CTA (tell them exactly what to do next)
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```
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**Example (SaaS landing page):**
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```
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ATTENTION: "Spend 10 hours/week on client reporting? Automate it in 10 minutes."
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INTEREST: "Most agencies waste entire days pulling data from 6 different tools
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into one report. Your clients don't care about your process — they
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want insights, fast."
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DESIRE: "Imagine sending polished, branded reports automatically every Monday.
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Your clients stay informed. Your team stays focused on the work that
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actually grows accounts."
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ACTION: "Start your free 14-day trial — no credit card required."
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```
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### Framework 2: PAS (Problem, Agitate, Solution)
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Best for pain-driven products or when your audience is already aware of the problem.
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```
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PROBLEM: State the problem clearly
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AGITATE: Make the pain feel urgent (what happens if they don't solve it?)
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SOLUTION: Present your product as the fix
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```
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**Example (email subject + body):**
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```
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PROBLEM: "Your outreach emails are getting ignored."
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AGITATE: "Every unanswered email is a lost opportunity. The longer you wait to
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fix your messaging, the more revenue walks out the door."
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SOLUTION: "Our 5-step cold email framework gets 23% reply rates. Grab the
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template free."
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```
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### Framework 3: FAB (Features, Advantages, Benefits)
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Best for explaining product value or differentiating from competitors.
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```
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FEATURE: What the thing is or does (the fact)
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ADVANTAGE: Why that feature matters (the comparison)
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BENEFIT: What the customer gains from it (the outcome)
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```
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**Example (product description):**
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```
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FEATURE: "Our tool syncs with 12 data sources in real time."
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ADVANTAGE: "Unlike competitors that sync once daily, you never work with stale data."
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BENEFIT: "Make confident decisions faster — no more second-guessing whether
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your numbers are current."
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```
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---
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## Step 3: Write Headlines That Hook
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The headline is 80% of the battle. If it doesn't grab attention, nothing else matters.
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**Headline formulas that work:**
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| Formula | Example |
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|---|---|
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| **The Promise** | "Double your email open rates in 30 days" |
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| **The Question** | "Still wasting 10 hours/week on manual invoicing?" |
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| **The How-To** | "How to automate your entire sales pipeline in one afternoon" |
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| **The Number** | "7 mistakes killing your landing page conversions" |
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| **The Negative** | "Stop losing leads to your broken signup flow" |
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| **The Curiosity Gap** | "The one change that tripled our demo bookings" |
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| **The Transformation** | "From 50 leads/month to 500 — here's what changed" |
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**Rules for headlines:**
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- Be specific. "Grow your business" is vague. "Add $10K MRR in 90 days" is specific.
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- Lead with the outcome, not the method. "Save 10 hours/week" beats "Use our automation tool."
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- Test multiple headlines. A/B test at minimum — even slight wording changes can double conversions.
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---
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## Step 4: Write CTAs That Convert
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A weak CTA kills conversions even if everything else is perfect. Your CTA must be clear, specific, and low-friction.
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**CTA best practices:**
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**Bad CTAs:**
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- "Submit" (generic, no motivation)
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- "Click here" (doesn't say what happens next)
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- "Learn more" (vague, non-committal)
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**Good CTAs:**
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- "Start my free trial" (specific, ownership language)
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- "Get the template now" (actionable, clear value)
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- "Book my strategy call" (personal, clear next step)
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**CTA formula:** [Action Verb] + [What They Get] + [Urgency or Ease]
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Examples:
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- "Download the free checklist" (action + value + ease)
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- "Claim your 14-day trial — no credit card needed" (action + value + friction removal)
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- "Reserve my spot before Friday" (action + urgency)
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**CTA placement:**
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- Above the fold (so they don't have to scroll to act)
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- After explaining value (don't ask before you've sold them)
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- Multiple times on long pages (after each value section)
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---
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## Step 5: Use Emotional Triggers
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Humans make decisions emotionally and justify them rationally. Tap into the emotions that drive buying behavior.
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**Key emotional triggers in copy:**
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| Trigger | When to Use | Example |
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|---|---|---|
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| **Fear of missing out (FOMO)** | Limited offers, scarcity | "Only 3 spots left this month" |
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| **Fear of loss** | When the cost of inaction is high | "Every day without this, you're losing $X" |
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| **Desire for status** | Aspirational products, B2B | "Join 10,000+ top-performing agencies" |
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| **Desire for ease** | Replacing manual work | "Set it up once. Forget about it forever." |
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| **Anger or frustration** | Replacing a broken solution | "Tired of tools that promise the world and deliver nothing?" |
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| **Hope** | When the outcome feels out of reach | "Yes, you CAN hit $10K MRR as a solo founder" |
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**Rule:** Use emotion to hook them, then use logic (features, proof, specifics) to justify the decision.
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---
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## Step 6: Handle Objections in Your Copy
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Every prospect has doubts. Great copy addresses these doubts before they become blockers.
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**Common objections and how to handle them in copy:**
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| Objection | Copy Response |
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|---|---|
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| "It's too expensive" | Show ROI: "Pays for itself in 2 weeks based on time saved" |
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| "It won't work for me" | Social proof: "Here's how [similar customer] got results" |
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| "I don't have time to implement" | Ease claim: "Setup takes 10 minutes. We guide you through it." |
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| "What if it doesn't work?" | Risk reversal: "30-day money-back guarantee. Zero risk." |
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| "I need to think about it" | Urgency: "Price increases Friday" or scarcity: "Only 5 licenses left" |
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**Where to place objection-handling copy:**
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- In an FAQ section (addresses doubts explicitly)
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- In testimonials (real customers answering the objection)
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- Near the CTA (right before they decide)
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---
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## Step 7: Build Trust with Proof
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Claims without proof are just noise. Proof makes your copy credible.
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**Types of proof to include:**
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1. **Testimonials:** Real quotes from real customers. Include their name, title, and company. Specificity = credibility.
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2. **Case studies:** "Client X had Problem Y. We did Z. Result was [specific outcome]."
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3. **Data:** Numbers, percentages, time saved, revenue generated. "Our users save an average of 12 hours/week."
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4. **Social proof:** "Trusted by 5,000+ businesses" or "Featured in Forbes, TechCrunch."
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5. **Certifications or credentials:** If you have relevant ones. "Certified HubSpot Partner" or "10 years building automation systems."
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**Placement:** Sprinkle proof throughout the page. Don't dump it all in one section — intersperse it with your value propositions.
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---
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## Step 8: Test and Iterate
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The first draft is never the best version. Copywriting improves through testing.
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**What to A/B test:**
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- Headlines (this usually has the biggest impact)
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- CTAs (wording and placement)
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- The order of value propositions (what you lead with)
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- Length (sometimes shorter is better, sometimes longer converts more)
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- Emotional tone (urgent vs calm, confident vs humble)
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**Testing workflow:**
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1. Write version A (your current best guess)
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2. Write version B (change ONE variable — headline, CTA, or structure)
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3. Run both versions to equal traffic for 7-14 days or until statistical significance
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4. Keep the winner, test a new variable against it
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**Rule:** Change one thing at a time. If you change the headline AND the CTA AND the layout, you won't know what caused the improvement.
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---
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## Copywriting Mistakes to Avoid
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- Writing about features instead of benefits. Customers don't care what your product DOES — they care what it does FOR THEM.
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- Being clever instead of clear. Clever headlines that confuse don't convert. Clarity always wins.
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- Burying the value. Don't make them scroll to understand what you offer. Lead with the outcome.
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- Using jargon or buzzwords. "Leveraging synergies to optimize workflows" means nothing. "Save 5 hours/week" does.
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- Not having a single, clear CTA. If you give people 5 options, they'll pick none. One CTA per page.
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- Writing for yourself, not your audience. Use THEIR language, address THEIR pain, promise THEIR desired outcome.
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6
_meta.json
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6
_meta.json
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{
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||||
"ownerId": "kn732qfbv22he1jqm63xbwq6e980kn8s",
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"slug": "copywriting",
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"version": "0.1.0",
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"publishedAt": 1770341837629
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}
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