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Your first pass at your copy should just be getting all the important ideas out there that you can. Write the copy as if there is no SEO involved in it at all; just write it for your audience like you normally would. If you know you're not the best writer, get help; hire someone who will ask the right questions, like - Who is your audience? How do they want to be communicated with? How can I make this content informative, entertaining, and relevant to them?