BY ALI DAVIS
Years ago, when I first started freelance writing, I got hired to do the copy for a website for a car company that is no longer in business.
The company had noticed that they weren’t selling to women — in fact, their customer base was almost entirely older white men — and they wanted to change that. They were planning to deploy special banner ads on websites that got a lot of female traffic, and those would lead to a brand-new special splash page just for women. My assignment was to write the copy for that women’s splash page.
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