If you had a pill that cured cancer, would your website copy matter?

Probably not.

Your website could say 'DON'T BUY FROM ME', and it would still be the number one website in the world.

Because your offer is what matters.

Of course, none of us have a product that good - so we can't be that bold.

Because people decide in two seconds whether they are staying, or leaving.

Like a deer in the forest, they've come for a sip of water at your pond.

If even a stick cracks, they will get spooked, and run away.

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