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What Is Copywriting? A Digital Marketing Perspective

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Are you looking to learn all about copywriting from a digital marketing perspective? With copywriting being such an important aspect of digital marketing, we decided to harness our knowledge and distill it into What Is Copywriting? A Digital Marketing Perspective. 

Today, copywriting plays a crucial role in driving online success. Copywriters ensure that content ranks high on search engines and prompts readers to engage. Effective copywriting is essential for every marketing campaign, ensuring that businesses reach their target audience and turn prospective customers into loyal ones.

Copywriters employ various types of copywriting, including email copywriting, SEO copywriting, and social media copywriting, to name a few. They combine strong writing skills with marketing strategies to create compelling content that resonates with readers. Copywriting is a skill that can be honed, and professional copywriters are in high demand.

If you’re curious to learn more about copywriting trends and how to become an effective copywriter, make sure to read the rest of our What Is Copywriting? A Digital Marketing Perspective. Explore the strategies, examples, and expert insights to elevate your copywriting skills and propel your business with the power of words.

Copywriting done well can have enormous benefits to business.

What is Copywriting?

Copywriting is the art and science of creating persuasive and compelling written content that engages, informs, and convinces readers to take a specific action. It involves writing various materials such as blog posts, product descriptions, marketing materials, and social media ads, with the goal of driving sales and conversions. Professional copywriters use their strong writing skills and knowledge of marketing strategies to craft impactful messages that resonate with the target audience and ultimately achieve the desired outcome. Whether it's creating a captivating headline, crafting a persuasive sales letter, or writing compelling CTAs, copywriting is an essential part of any successful marketing campaign.

Marketing Benefits of Copywriting

Copywriting plays a crucial role in marketing by effectively communicating and persuading potential customers to take action. It helps businesses sell their products or services by crafting compelling and persuasive content across various platforms.

Attracting & Engaging Customers:

Copywriting attracts and engages customers through well-written content across various platforms, encouraging them to learn more and take action.

Credibility & Trust:

Copywriting builds credibility and trust by using social proof and testimonials to show that a business is reliable and offers high-quality products or services. It also highlights unique selling points and benefits, addressing customers' pain points and showing that the business can provide the solution they need.

Search Engine Optimization:

Furthermore, copywriting is essential for search engine optimization (SEO) and improving search engine rankings. By utilizing relevant keywords and optimizing copy for search engines, businesses can increase their online visibility and attract more organic traffic to their website.

 

Difference Between Content Writing & Copywriting

Content writing and copywriting are both forms of writing that serve brands and organizations, but they have distinct purposes and goals.

Content Writing is predominantly focused on informing, educating, or entertaining the target audience. It aims to provide valuable information or engage readers through storytelling. Content writing often takes the form of blog posts, articles, and social media posts. The tone is typically informative and conversational, aiming to establish trust and credibility with the audience.

On the other hand, Copywriting is specifically designed for persuasion and promotion. Its primary objective is to motivate readers to take a specific action, such as making a purchase or signing up for a service. Copywriting is commonly found in product descriptions, marketing materials, and advertisements. The tone of copywriting is more motivational and sales-driven, employing persuasive language and strong calls to action.

Businesses That Benefit From Good Copywriting

Good copywriting is crucial for businesses across various industries and sectors. Whether it's a small online store or a multinational corporation, all businesses can benefit from high-quality copywriting.

E-Commerce:

E-commerce is a business that greatly benefits from good copywriting. With the increasing popularity of online shopping, persuasive and engaging product descriptions are essential to capture the attention of potential customers and convince them to make a purchase. Additionally, effective copywriting in e-commerce can help improve search engine rankings, making it easier for customers to find their products.

Service and Contracting Businesses:

Another type of business that benefits from good copywriting is the service industry. Companies offering services such as consulting, contracting or freelancing rely heavily on their ability to effectively communicate their offerings to potential customers. Clear and persuasive copywriting helps these businesses showcase their expertise, build trust with their audience, and ultimately generate leads.

Start-Ups & Small Business:

Start-ups and small businesses also greatly benefit from good copywriting. With limited resources and competition from more established brands, persuasive and compelling copy helps them stand out from the crowd and attract prospective customers. Well-crafted copywriting can effectively communicate the unique selling points of these businesses and create a strong brand identity.

 

Components of Good Copywriting

Good copywriting is important for businesses to effectively communicate their message and persuade their target audience. It requires strong writing skills to captivate and engage readers. Understanding the target audience's needs and desires is crucial. A clear call to action guides readers towards the desired outcome. Persuasive techniques like social proof, storytelling, and benefits-driven messaging are also important. These components work together to create compelling copy that drives results for businesses:

Grammar, punctuation and spelling play an important role in your copywriting.

Grammar, Punctuation, and Spelling

Grammar, punctuation, and spelling are important in copywriting. They impact the appearance and reliability of the copy. These elements make the message clear and easy to understand. Correct grammar prevents errors like wrong verb tenses. Punctuation structures sentences and clarifies meaning. Spelling avoids confusion and maintains credibility.

There are tools to help with grammar, punctuation, and spelling:

Spellcheckers find misspelled words.

Grammar checkers catch potential grammar errors.

These tools save time and maintain quality. Copywriters should pay attention to these elements. It shows professionalism, builds trust, and conveys the message effectively.

 

Language: Tone of Voice and Style of Writing

Language, tone of voice, and style of writing play a crucial role in copywriting as they directly impact how the target audience perceives a brand or message. When it comes to language, choosing the right words and phrases is essential to effectively communicate the intended message. Copywriters must carefully consider the target audience and tailor their language accordingly to resonate with them.

Tone of voice used in copywriting sets the mood and atmosphere of the content. It reflects the personality and values of the brand. A friendly and conversational tone can create a connection with the reader, making the copy more relatable. On the other hand, a more formal or authoritative tone may be appropriate for certain industries or target audiences.

Style of writing refers to the overall approach and manner in which the content is written. This includes factors such as sentence structure, sentence length, and use of metaphors or storytelling. A consistent and cohesive writing style helps establish brand identity and builds trust with the audience.

 

Headlines, Taglines, and Calls to Action

Headlines are the first thing readers see, making them the hook that either grabs their attention or lets them slip away. An attention-grabbing headline is concise, compelling, and addresses the reader's needs or pain points. It should pique their curiosity and make them want to know more.

Taglines, on the other hand, are short phrases or slogans that sum up the essence of your brand or product. They act as a memorable and concise representation of what you offer. A well-crafted tagline can leave a lasting impression and help differentiate your brand from competitors.

Calls to action (CTAs) are the driving force behind conversions. They tell readers exactly what action they should take next, such as signing up for a newsletter, making a purchase, or requesting more information. A strong CTA should be clear, persuasive, and create a sense of urgency. It should be placed strategically within the copy to maximize its impact.

Research before you write.

Researching your Audience and Target Market (Your Clients)

Understanding your audience is central to effective copywriting. By knowing who your potential customers are, their demographics, interests, and behavior, you can craft content that directly addresses their needs and motivations. This clarity allows you to create persuasive headlines, tailored calls to action, and choose the best channels for content distribution. Moreover, researching your audience highlights market gaps and opportunities, enabling you to differentiate from competitors and position your product or service uniquely.

Understanding Your Product or Service

In copywriting, deeply understanding the product or service being promoted is paramount. A copywriter must immerse themselves in its details, showcasing its unique features and benefits to potential customers. A proficient description encompasses the product's functionality and standout characteristics. By succinctly translating these features into tangible benefits, the copywriter crafts a compelling case, highlighting how the product addresses the needs and desires of the target audience.

Benefits to The Reader (Customer Focus)

Well-written copywriting understands and speaks directly to the target audience's needs, positioning the product or service as the solution to their problems. By addressing pain points, building trust, and creating a sense of urgency, effective copy not only captures attention but also persuades the reader to take desired actions, fostering a deep connection from the start.

 

The Process of Writing Effective Copy

Effective copywriting entails a strategic approach, encompassing thorough research, understanding the target audience's needs, and highlighting a product's unique selling points. This creativity and insight ensure that the copy not only grabs attention but also builds trust and persuades readers to act, helping businesses engage their audience and achieve desired outcomes.

Brainstorming Ideas and Keywords

When it comes to copywriting, brainstorming ideas and keywords is a crucial step in the creative process. Copywriters need to think strategically about their product or service and how it relates to their target audience. This can be done by considering the key benefits, value proposition, and unique selling points of the offering.

To begin brainstorming, copywriters should start by researching their target audience and understanding their pain points, needs, and desires. By getting into the mindset of their prospective customers, writers can better empathize and connect with them.

Next, copywriters can generate ideas by thinking about how their product or service solves a problem or fulfils a need for their audience. This involves highlighting the features and benefits that set it apart from competitors. It's important to focus on the value proposition and use language that appeals to the emotions and aspirations of the target audience.

In addition, staying up-to-date with industry trends and news is essential for generating relevant and appealing copy. Copywriters should continuously educate themselves and adapt their messaging to reflect current market conditions and consumer preferences. This helps keep the copy fresh, engaging, and effective.

 

Researching The Topic

Researching the topic is a crucial step for effective copywriting. It allows copywriters to gain a deep understanding of their target audience, industry, and the competition. By following a few key steps, copywriters can ensure that they have the necessary knowledge to create compelling and relevant content.

The first step is to conduct thorough industry research. This involves immersing oneself in the field in which the topic exists. By understanding the industry, its trends, and its challenges, copywriters can create content that speaks to the pain points and needs of their target audience.

Next, it is important to gather information from reputable sources. This can include books, articles, blog posts, and case studies that provide insights and data about the topic. By incorporating trusted information into their copy, copywriters can establish credibility and expertise.

Lastly, analyzing the competition is a critical aspect of researching a topic. By examining what other businesses or individuals are doing in the same field, copywriters can identify gaps and opportunities. This analysis can help them create unique and differentiated content that sets them apart from their competitors.

Drafting Your Post

Once you have completed the research phase, the next step in copywriting is drafting your post. This involves taking all your ideas, insights, and research and putting them into a cohesive structure.

Start by creating an attention-grabbing headline. This is the first thing that potential customers will see, so it needs to be enticing and compelling. It should clearly communicate what the content is about and pique the reader's curiosity.

Next, write a concise introduction that immediately hooks the reader and captures their interest. Use storytelling, statistics, or a thought-provoking question to engage them from the very beginning.

Organize your main points and supporting details in a logical way. This ensures that your content flows smoothly and is easy for the reader to follow. Use persuasive language and a customer-focused approach to appeal to your target audience's needs and desires. Address their pain points and clearly explain how your product or service can solve their problems.

Finally, craft a strong call to action. This is a clear and compelling statement that encourages the reader to take the next step. Whether it's making a purchase, signing up for a newsletter, or contacting your business, a strong call to action motivates the reader to take some form of action.

 

A quick fact check can go a long way to establishing your credibility.

Proof Reading and Fact Checking

Proofreading and fact-checking are crucial steps in the copywriting process. They ensure that the content is accurate, credible, and error-free, ultimately enhancing its effectiveness and impact.

Proofreading involves reviewing the content for grammatical and spelling errors, punctuation mistakes, and sentence structure issues. It ensures that the copy reads smoothly, is easy to understand, and maintains a professional tone. By eliminating typos and other errors, proofreading helps to build trust with the audience and presents a polished image of the brand or business.

Fact-checking, on the other hand, involves verifying the accuracy of the information presented in the copy. This includes double-checking statistics, claims, and references to ensure they are based on reliable sources and are factually correct. Fact-checking not only enhances the credibility of the content but also helps to avoid potential legal issues or misleading the audience.

To effectively proofread and fact-check copy, follow these steps:

1. Review the content for spelling, grammar, and punctuation errors.

2. Read the copy aloud to identify any awkward or ambiguous sentences.

3. Check for consistency in style, tone, and formatting.

4. Verify the accuracy of any statistics, numbers, or data used in the copy.

5. Cross-reference any references or sources mentioned in the content.

 

Refining Your Draft & Publishing

Once you have written your initial draft, the next step is to refine it and prepare it for publishing. This involves revising the copy for clarity, coherence, and conciseness, as well as ensuring its accuracy through proofreading and fact-checking. These steps are crucial to ensure that your copy is polished and professional before it reaches your audience.

Firstly, revise your draft for clarity. Read it through and identify any areas where the meaning may be unclear or confusing. Simplify complex sentences, remove unnecessary jargon, and ensure that your ideas flow logically and smoothly.

Next, check for coherence. Make sure that each paragraph and section connects logically to the overall message. Transitions between ideas should be smooth, and the structure of the copy should be well-organized.

Conciseness is also important in copywriting. Remove any unnecessary words or phrases that do not add value or clarity to the message. Keep your sentences and paragraphs concise and focused, making sure every word counts.

Proofreading and fact-checking are essential to maintain accuracy in your copy. Carefully review the content for spelling, grammar, and punctuation errors. Double-check any statistics, claims, or references to ensure their reliability and factual correctness. Fact-checking helps you avoid potential legal issues and build credibility with your audience.

Finally, format your copy appropriately for publishing. Consider the platform or medium you are using and adjust the layout, headings, and formatting accordingly. Ensure that your copy is visually appealing and easy to read.

 

Types of Copywriting

Copywriting is a multifaceted skill tailored to various marketing and communication mediums. Whether it's SEO-focused content for website rankings, engaging posts for social media, persuasive emails, direct response prompts, or clear technical instructions, effective copywriting hinges on understanding the target audience and delivering compelling content that elicits desired outcomes.

Google Ads is the gold standard in PPC advertising, for which good copywriting is essential.

Ad Copywriting

Ad copywriting is a crucial skill in the world of marketing. Its purpose is to craft persuasive content that grabs the attention of potential customers and compels them to take action. Effective ad copy is concise, engaging, and tailored to the target audience.

Ad copywriters employ various techniques to entice readers into making a purchase. One tactic is the use of compliments, such as highlighting the value or quality of a product or service. By focusing on the benefits and positive attributes, copywriters create a desire for what is being offered.

Cost savings, discounts, and free trials are also commonly used in ad copywriting. These strategies appeal to the consumer's desire to save money or try something new without fully committing. By offering limited-time promotions or exclusive deals, copywriters create a sense of urgency and drive potential buyers to take immediate action.

Ad copywriting goes beyond traditional forms of advertising. It also encompasses writing compelling content for online platforms such as social media ads, email campaigns, and websites. Ad copywriters must be well-versed in SEO (search engine optimization) techniques to improve search engine rankings and increase visibility.

 

Email Copywriting

Email copywriting is a crucial aspect of digital marketing that allows businesses to connect with potential customers and drive sales. It involves crafting persuasive and engaging content for email campaigns to capture the attention of recipients and prompt them to take action.

One key component of successful email copywriting is creating compelling subject lines. These serve as the first point of contact for recipients and must be attention-grabbing to entice them to open the email. A well-crafted subject line should be concise, personalized, and evoke curiosity or urgency.

Engaging content is also essential in email copywriting. The body of the email should be persuasive, informative, and tailored to the target audience. It should highlight the benefits and value of the product or service being promoted, addressing the pain points or challenges that the customer may have. Including social proof, such as testimonials or reviews, can also help build credibility and trust.

In addition, clear and concise calls to action (CTAs) are vital in email copywriting. CTAs should be direct, compelling, and easy to follow, guiding recipients towards the desired action, such as making a purchase or signing up for a newsletter. Using action-oriented language and creating a sense of urgency can motivate recipients to take immediate action.

 

Social Media Copywriting

Social media copywriting plays a crucial role in engaging audiences and driving results in today's digital landscape. It involves creating persuasive and compelling content tailored to specific social media platforms such as Facebook, Twitter, Instagram, and LinkedIn.

One strategy for effective social media copywriting is understanding the unique characteristics of each platform. This includes adapting the tone, style, and length of the copy to suit the audience and platform's preferences. For example, Twitter requires concise and attention-grabbing copy due to its character limit, while LinkedIn favors more professional and informative content.

Social media copywriters also make use of visuals, hashtags, and emojis to capture attention and increase engagement. They incorporate storytelling techniques, humor, and relatable content to make posts more shareable and memorable. By testing and analyzing the performance of different types of posts, social media copywriters can refine their content strategy and optimize engagement.

In terms of marketing strategies and client acquisition, social media platforms such as LinkedIn have proven to be highly effective. With its focus on professional networking, LinkedIn allows businesses to connect with a targeted audience, share industry insights, and showcase thought leadership. Social media copywriters play a vital role in crafting compelling LinkedIn profiles and posts that resonate with professionals and drive lead generation.

 

Technical Copywriting

Technical copywriting is a specialized form of copywriting that focuses on creating content related to complex technology and products. It is crucial in the tech industry as it requires the ability to translate intricate technical concepts into clear and concise language that can be easily understood by the target audience.

The importance of technical copywriting lies in its ability to bridge the gap between the highly technical nature of technology and the needs of potential customers. It involves breaking down complicated features and specifications into understandable terms, allowing readers to make informed decisions about purchasing or using a particular product.

In technical copywriting, attention to detail is key. Copywriters must possess a deep understanding of the technology they are writing about to accurately convey its benefits, capabilities, and limitations. They need to have strong writing skills to articulate the value proposition and unique selling points of the product in a persuasive manner.

The basics of SEO include good copywriting.

Search Engine Optimization (SEO Copywriting)

Search Engine Optimization (SEO) Copywriting is an essential component of digital marketing strategies. It involves strategically creating content that incorporates specific keywords and phrases to improve search engine rankings, increase brand discoverability, and attract qualified traffic.

In SEO copywriting, several elements play a crucial role in optimizing content for search engines. Blogs are a popular form of SEO copywriting, allowing businesses to regularly publish fresh content that targets relevant keywords. These articles provide informative and engaging content to potential customers while improving search engine rankings.

Keywords are the foundation of SEO copywriting. They are strategically placed throughout the content to signal to search engines what the page is about and improve its visibility in search results. Titles, meta descriptions, navigation texts, questions, and headings/subheadings are all areas where keywords can be strategically incorporated to enhance SEO.

Effective SEO copywriting not only focuses on keyword placement but also emphasizes creating compelling and well-written content. It involves crafting engaging and informative articles that provide value to readers and encourage them to take action.

 

Tools for Copywriters

Copywriters employ a range of tools to enhance their writing and optimize their workflow. Essential tools include grammar checkers, keyword research tools, plagiarism detectors, and content and project management systems. These resources ensure error-free, compelling content while streamlining collaboration and deadline management. By utilizing these tools, copywriters can produce high-quality content efficiently, freeing them to concentrate on achieving the best outcomes for their clients.

Research Tools

Research tools are essential for copywriters to gather information, understand their target audience, and create effective content. Here are some popular research tools and their benefits:

1. Keyword research tools: These tools, like Google Keyword Planner or SEMrush, help copywriters identify relevant keywords and search trends. This enables them to optimize their content for better search engine rankings and attract more organic traffic.

2. Social media analytics: Platforms such as Facebook Insights or Twitter Analytics provide valuable data on audience demographics, engagement metrics, and post performance. By analyzing these insights, copywriters can tailor their content to resonate with their target audience and increase engagement.

3. Competitor analysis tools: Tools like SpyFu or Ahrefs give copywriters insights into their competitors' strategies, keywords, and backlinks. This information helps them craft more effective content, understand market trends, and differentiate themselves from competitors.

4. Customer feedback and reviews: Websites like Yelp or Amazon reviews offer valuable insights into customers' opinions and preferences. By analyzing this feedback, copywriters can gain a deeper understanding of their customers' needs and pain points to create more persuasive and relevant content.

5. Content research tools: Tools like BuzzSumo or Quora allow copywriters to find popular topics, questions, and trends within their industry. By using these tools, copywriters can ensure that their content is relevant, engaging, and aligned with what their target audience is interested in.

 

Having all the right tools at your disposal helps to write good copy.

Writing Tools

There are several popular writing tools that can greatly benefit copywriters in their work. Here are some of these tools and their advantages:

1. Grammarly: Grammarly is a widely used writing tool that helps copywriters spot grammar, spelling, and punctuation errors in their content. It provides suggestions for improvement, helping to enhance the overall quality and professionalism of the copy.

2. Hemingway Editor: The Hemingway Editor helps copywriters improve the readability of their content. It highlights complex sentences, excessive adverbs, and passive voice, encouraging writers to make their copy more concise and straightforward.

3. CoSchedule Headline Analyzer: Creating captivating headlines is crucial for engaging readers and attracting their attention. The CoSchedule Headline Analyzer tool evaluates the effectiveness of headlines based on various factors such as word balance, headline type, and length. It provides suggestions to optimize headlines for better click-through rates.

4. Google Docs: Google Docs is a versatile tool that allows copywriters to collaborate with team members or clients on content creation. It provides real-time editing and commenting features, making it easy to receive feedback and make revisions.

5. Trello: Trello is a project management tool that helps copywriters stay organized and keep track of deadlines. It allows writers to create boards, cards, and checklists to manage their tasks efficiently.

 

Artificial intelligence (AI) copywriting tools have become common in recent years.

AI Tools

AI tools have become an integral part of the modern copywriter's toolkit, providing valuable assistance in content creation, editing, and optimization. Here are some popular AI tools and their benefits for copywriters:

1. Jasper AI: Jasper AI is an artificial intelligence platform that is revolutionizing the field of copywriting. By leveraging natural language processing and machine learning, Jasper AI is able to generate high-quality content with unprecedented speed and accuracy. 

2. Copy.AI: Copy.AI is a copywriting tool that helps you craft compelling and engaging copy quickly. It combines the power of Artificial Intelligence (AI) with natural language processing to generate high-quality, persuasive copy for your website or social media campaigns. 

3. Copysmith: Copysmith is an AI-based copywriting service that provides businesses with high-quality written content for their websites, emails, social media, and other marketing materials. The Copysmith platform uses advanced natural language processing (NLP) technology to generate content that is tailored to each client’s specific needs and objectives. 

4. Quillbot: Quillbot is an innovative copywriting tool that can help you create high-quality content quickly and efficiently. It is powered by a sophisticated artificial intelligence engine that helps you to generate professional, high-quality content in minutes.

5. Frase: Frase is an AI content tool that helps copywriters research and create high-quality content. It uses AI to analyze the top-ranking pages on a given topic, providing insights and suggestions for creating comprehensive and authoritative content.

FAQs: Common Questions and Concerns About Copywriting

As a content writer, you may encounter various questions and concerns related to copywriting. In this FAQ section, we address some of the most common queries and provide concise answers to help you understand the world of copywriting.

1. Is there a difference between B2B and B2C copywriting?

Yes, while both target audiences are people, the goal of copywriting for each is different: B2B (business-to-business) copywriting often addresses more specific, industry-related pain points and might use more formal language. B2C (business-to-consumer) copywriting tends to be more emotional and broad in its appeal.

2. Can good copywriting compensate for a weak product?

Copywriting is powerful, but it's not a magic wand. While great examples of copywriting can highlight the strengths of a product, it cannot entirely make up for a product's shortcomings. It's always advisable for businesses to improve their offerings alongside their marketing efforts.

3. How important is the call-to-action (CTA) in copywriting?

The CTA is a pivotal element in copywriting. It directs the reader on what to do next, whether that's making a purchase, signing up, or getting in touch. A clear and compelling CTA can significantly impact the success of the copy.

4. How do copywriters balance the relationship between creativity and SEO?

While SEO is essential to ensure visibility, copywriters need to ensure that the content remains engaging for the reader. Striking a balance involves using keywords naturally, creating high-quality content, and prioritizing readability and user experience.

5. Do copywriters need to be domain experts in the industries they write for?

While domain expertise can be beneficial, it's not always necessary. A skilled copywriter can research and understand various industries. However, for highly specialized fields, domain knowledge can enhance the credibility and accuracy of the content.

Conclusion

Copywriting plays a crucial role in marketing by effectively using written content to persuade and engage the target audience. Whether it's creating blog posts, product descriptions, or social media copy, the goal is to capture attention, build brand awareness, and drive conversions. By incorporating search engine optimization techniques, copywriting also helps improve search engine rankings, increasing visibility for your business.

It's important to recognize that copywriting is different from content writing. While content writing focuses on providing valuable and informative information, copywriting goes a step further by strategically influencing readers to take a specific action. Copywriting requires a deep understanding of the target audience, strong writing skills, and the ability to craft persuasive messages.

While some business owners may possess these skills, hiring a professional copywriter brings expertise and experience to ensure high-quality copy across all marketing materials. Whether you choose to work with a freelance copywriter or have an in-house copywriter, their expertise can save you time and effort while achieving your marketing goals.

If you would like further assistance with your copywriting needs or want to learn more about how it can benefit your business, click the Get More Info button below. Our team is ready to help you elevate your brand with effective and compelling copy for your digital marketing campaigns.

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