body copy

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Body copy is the main copy of an advertisement, brochure, or other marketing collateral piece. In advertising, body copy is often called the ad copy.
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 Further discussion on body copy:

Copywriters who write advertising copy face the dilemma of getting readers to read their ad copy. The body (ad) copy, see advertisement image below, should be long enough to communicate product and service benefits, yet be short enough to hold readers’ attention.

body-copy-advertising

Body copy shown in this “Native Ad”. Image source: NYTimes.Com

Strong headlines and subheads can help lure the reader into the body copy.
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