Writers often use a tactic known as the “delayed drop”. Tease your readers, tantalize them, lead them on, then drop in the unexpected. It’s easier with longer articles in magazines. Here, you have the luxury of time. People have consciously chosen to read your article and they’ll stay with you.
Copywriting works differently. People are short of time, and you’re not the only one vying for it. So get to the point – clearly.
When writing copy repeat to yourself:
• Just say it.
• Less is more.
• Get to the point – quick.