Vexim: Amendment of the financial agenda for 2016

Toulouse, September 2, 2016 –VEXIM (FR0011072602 – ALVXM / PEA‐PME), a medical device company specializing in the minimally invasive treatment of vertebral fractures, will announce its 2016 Half-Year Results on Tuesday, 20 September, 2016 – after the market close.

The other dates announced on the original schedule remain unchanged:

ANNOUNCEMENT                                                            DATE*

2016 Half-Year Results                                          Tuesday, September 20, 2016

Q3 2016 Sales                                                          Thursday, October 13, 2016

* Subject to modification. Press releases are distributed either before the financial markets opening, or after the closure

About VEXIM, the innovative back microsurgery specialist Based in Balma, near Toulouse (France), VEXIM is a medical device company created in February 2006. The company has specialized in the creation and marketing of minimally-invasive solutions for treating traumatic spinal pathologies. Benefitting from the financial support of it longstanding shareholder, Truffle Capital1 and from BPI public subsidies, VEXIM has designed and developed the SpineJack®, a unique implant capable of repairing a fractured vertebra and restoring the balance of the spinal column. The company also developed the MasterflowTM, an innovative solution for mixing and injecting orthopedic cement that enhances the accuracy of the injection and optimizes the overall surgical procedure. The company counts 62 employees, including its own sales teams in Europe and a network of international distributors. VEXIM has been listed on Alternext Paris since May 2012. For further information, please visit www.vexim.com

SpineJack® 2 , a revolutionary implant for treating Vertebral Fractures The revolutionary aspect of the SpineJack® lies in its ability to restore a fractured vertebra to its original shape, restore the spinal column’s optimal anatomy and thus remove pain and enable the patient to recover their functional capabilities. Thanks to a specialized range of instruments, inserting the implants into the vertebra is carried out by minimally-invasive surgery, guided by X-ray, in approximately 30 minutes, enabling the patient to be discharged shortly after surgery. The SpineJack® range consists of 3 titanium implants with 3 different diameters, thus covering 95% of vertebral fractures and all patient morphologies. SpineJack® technology benefits from the support of international scientific experts in the field of spinal surgery and worldwide patent protection through to 2029.

MasterflowTM 2 , a high-performance orthopedic cement delivery system The MasterflowTM is an innovative solution for mixing and injecting orthopedic cement that enhances the accuracy of the injection and optimizes the overall surgical procedure for treating vertebral compression fractures. The device provides a better control of the injection of biomaterials into the spine. A complement of the SpineJack®, the MasterflowTM stands out for being both easy to use and precise, particularly in its ability to stop the cement delivery instantly without inertia. The MasterflowTM contributes to reducing pain in patients. Its first sales were recorded in the U.S. in February 2015, and the system has also received the CE marking in February 2015, a mandatory conformity mark for products marketed in Europe.

 

1 Founded in 2001 in Paris, Truffle Capital is a leading independent European private equity firm. It is dedicated to investing in and building technology leaders in the IT, life sciences and energy sectors. Truffle Capital manages €550m via FCPRs and FCPIs, the latter offering tax rebates (funds are blocked during 7 to 10 years). For further information, please visit www.truffle.fr and www.fcpi.fr.

2 This medical device is a regulated health product that, with regard to these regulations, bears the CE mark. Please refer to the Instructions for Use.

CONTACTS

VEXIM Vincent Gardès CEO investisseur@vexim.com Tél. : +33 5 61 48 48 38

PRESS

ALIZE RP Caroline Carmagnol / Wendy Rigal vexim@alizerp.com Tél. : +33 1 44 54 36 66 Tél. : +33 6 48 82 18 94

Businessman William Parfet resigns from Stryker Corp. Board of Directors

By Al Jones – September 2, 2016

KALAMAZOO, MI – William U. Parfet unceremoniously resigned Wednesday from the Stryker Corp. Board of Directors and the company is not saying why.

Parfet, 69, was among the longest-tenured members of the board, which works on behalf of company stockholders to establish corporate policies, to provide oversight and guidance to the company’s top management, and to make decisions on major corporate issues. Parfet joined the board in 1993.

“On Aug. 31, 2016, William Parfet resigned as a director of Stryker Corp. effective immediately,” the Kalamazoo-based company stated in an email response to questions about the resignation.

Asked why he was resigning, Jenny Braga, senior manager of communications for Stryker, stated in an email that the company had no further comments on the matter.

The board continues with eight members.

In a regulatory filing, Monsanto Co. stated that Parfet also resigned Wednesday from that company’s board. Monsanto is a Missouri-based provider of agricultural products intended to improve farm productivity.

The St. Louis Post Dispatch reported online that Monsanto disclosed Parfet’s resignation in a regulatory filing but did not give a reason for his departure. Parfet had been a member of that board for 16 years.

 

READ THE REST HERE

MiMedx Announces Nationwide Launch of AmnioFill™

MARIETTA, Ga., Sept. 1, 2016 /PRNewswire/ — MiMedx Group, Inc. (NASDAQ: MDXG), the leading regenerative medicine company utilizing human amniotic tissue and patent-protected processes to develop and market advanced products and therapies for the Wound Care, Surgical, Orthopedic, Spine, Sports Medicine, Ophthalmic, and Dental sectors of healthcare, announced today its plans for the nationwide launch of AmnioFill™, the first product in the MiMedx placental collagen matrix product family to be commercially launched.

Physicians are in need of a product to treat larger acute and chronic wounds encountered in the surgical setting. Slated for nationwide release later this month, AmnioFill is being offered in multiple sizes and configurations to address this and other surgical needs.

AmnioFill is a collagenous matrix derived from the placenta and comprised of placental extracellular matrix (ECM) tissue. AmnioFill is a tissue allograft containing ECM proteins, growth factors, cytokines and other specialty proteins present in placental tissue. Over 226 growth factors, cytokines and chemokines, including important modulators of inflammation and factors critically important in wound healing, are contained in the AmnioFill placental tissue. MiMedx employs terminal sterilization in addition to aseptic processing techniques in its proprietary processing methodology to enhance the safety of AmnioFill and its other amniotic and placental products.

Parker H. “Pete” Petit, Chairman and CEO, said, “AmnioFill will be a great addition to our product lines, addressing the needs of both Wound Care and Surgical markets. For example, we expect that AmnioFill will be an ideal solution for physicians in the treatment of dehisced surgical wounds and other deep complex and hard-to-heal surgical wounds that require a connective tissue matrix to replace or supplement damaged or inadequate integumental tissue.”

Christopher M. Cashman, Executive Vice President and Chief Commercialization Officer, commented, “The historical costs to treat these types of wounds are significant, and the quality of life issues of non-resolved wounds of this nature can be devastating.  There were 53 million outpatient procedures performed in the United States in 2010. Despite advances in preoperative care, the rate of surgical wound dehiscence has not decreased in recent years with 1% to 3% of patients experiencing wound dehiscence. For example, breast reconstruction incisional dehiscence rates range from 10% to 15% in a setting with radiation therapy and abdominal wall surgical dehiscences have a mortality rate as high as 45%.”

Bill Taylor, President and COO, stated, “Our published scientific studies have demonstrated that our dehydrated Human Amnion/Chorion Membrane (dHACM) allografts cause stem cells to migrate and proliferate. Moreover, these scientific studies also demonstrated our dHACM allografts promote angiogenesis. Multiple clinical studies have confirmed that stem cell migration, proliferation and recruitment as well as angiogenesis are essential in wound healing.”

Cashman added, “AmnioFill is designed to provide a scaffold for recruited cells to attach, populate and proliferate. The placental tissues in the scaffold should modulate the activity of the recruited cells to generate new tissue for these larger acute and chronic surgical wounds. When used earlier in the treatment of these complex wounds, we believe AmnioFill becomes an even more cost effective approach as a step therapy for wound closure.”

About MiMedx

MiMedx® is an integrated developer, processor and marketer of patent protected and proprietary regenerative biomaterial products and bioimplants processed from human amniotic membrane and other birth tissues and human skin and bone.  “Innovations in Regenerative Biomaterials” is the framework behind our mission to give physicians products and tissues to help the body heal itself.  The MiMedx allograft product families include our: dHACM family with AmnioFix®, EpiFix® and EpiBurn® brands; Amniotic Fluid family with OrthoFlo brand; Umbilical family with EpiCord™ and AmnioCord™ brands; Placental Collagen family with CollaFix™ and AmnioFill™ brands; Bone family with Physio® brand; and Skin family with AlloBurn™ brand. AmnioFix,  EpiFix, and EpiBurn are our tissue technologies processed from human amniotic membrane; OrthoFlo is an amniotic fluid derived allograft;  EpiCord™ and AmnioCord™ are derived from the umbilical cord; Physio is a unique bone grafting material comprised of 100% bone tissue with no added carrier; AlloBurn is a skin product derived from human skin designed for the treatment of burns; and  CollaFix, our next brand we plan to commercialize, is our collagen fiber technology, developed with our patented cross-linking polymers, designed to mimic the natural composition, structure and mechanical properties of musculoskeletal tissues in order to augment their repair.

We process the human amniotic membrane utilizing our proprietary PURION® Process, to produce a safe and effective implant. MiMedx proprietary processing methodology employs aseptic processing techniques in addition to terminal sterilization.  MiMedx is the leading supplier of amniotic tissue, having supplied over 700,000 allografts to date for application in the Wound Care, Burn, Surgical, Orthopedic, Spine, Sports Medicine, Ophthalmic and Dental sectors of healthcare.

Safe Harbor Statement

This press release includes statements that look forward in time or that express management’s beliefs, expectations or hopes. Such statements are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements include, but are not limited to the Company’s belief that AmnioFill will be a great addition to its product lines, addressing the needs of both wound care and surgical markets; that AmnioFill will be an ideal solution for physicians in the treatment of dehisced surgical wounds and other deep complex and hard-to-heal surgical wounds that require a connective tissue matrix to replace or supplement damages or inadequate integumental tissue; and that, when used earlier in the treatment of complex wounds, AmnioFill becomes an even more cost effective approach as a step therapy for wound closure. Among the risks and uncertainties that could cause actual results to differ materially from those indicated by such forward-looking statements include that demand for, and acceptance of, any new product by the medical community may not be as expected; factors such as third party reimbursement may impact physician use of product; AmnioFill may not be used as anticipated or perform as anticipated in the clinical setting; AmnioFill may  not be as cost effective as anticipated, and the risk factors detailed from time to time in the Company’s periodic Securities and Exchange Commission filings, including, without limitation, its 10-K filing for the fiscal year ended December 31, 2015 and its most recent 10Q filing. By making these forward-looking statements, the Company does not undertake to update them in any manner except as may be required by the Company’s disclosure obligations in filings it makes with the Securities and Exchange Commission under the federal securities laws.

SOURCE MiMedx Group, Inc.

Related Links

http://www.mimedx.com

Zimmer Biomet Holdings to Present at INVESTIndiana Equity Conference

WARSAW, Ind., Sept. 1, 2016 /PRNewswire/ — Zimmer Biomet Holdings, Inc. (NYSE and SIX: ZBH), a global leader in musculoskeletal healthcare, announced that it will be participating in the INVESTIndiana Equity Conference at the Indianapolis Marriott Downtown on Thursday, September 15, 2016 at 1:10 p.m. Eastern Time.

A live webcast of the presentation can be accessed via Zimmer Biomet’s Investor Relations website athttp://investor.zimmerbiomet.com.

About Zimmer Biomet
Founded in 1927 and headquartered in Warsaw, Indiana, Zimmer Biomet is a global leader in musculoskeletal healthcare. We design, manufacture and market orthopaedic reconstructive products; sports medicine, biologics, extremities and trauma products; spine, bone healing, craniomaxillofacial and thoracic products; dental implants; and related surgical products.

We collaborate with healthcare professionals around the globe to advance the pace of innovation. Our products and solutions help treat patients suffering from disorders of, or injuries to, bones, joints or supporting soft tissues. Together with healthcare professionals, we help millions of people live better lives.

We have operations in more than 25 countries around the world and sell products in more than 100 countries. For more information, visit www.zimmerbiomet.com or follow Zimmer Biomet on Twitter at www.twitter.com/zimmerbiomet.

About INVESTIndiana
Since 2008, the INVESTIndiana Equity Conference has given professional investors and fund managers an opportunity to interact with leading Indiana public companies.  The event features CEOs, CFOs and corporate leaders discussing important trends and their strategies to grow their companies.

Logo – http://photos.prnewswire.com/prnh/20150624/225371LOGO

SOURCE Zimmer Biomet Holdings, Inc.

Related Links

http://www.zimmerbiomet.com

Stryker’s Endoscopy division acquires Ivy Sports Medicine

KALAMAZOO, Michigan, USA, Sept. 1, 2016 /PRNewswire/ — Stryker’s Endoscopy division announced today it has acquired Ivy Sports Medicine, LLC, whose portfolio is comprised of a comprehensive minimally invasive meniscal repair platform. The addition of Ivy Sports Medicine’s portfolio enables Stryker to provide customers with a complete meniscal platform to better serve their patients.

The portfolio includes the only FDA-approved collagen meniscus implant (CMI®) on the market, a reliable and innovative all-inside repair device, as well as an inside-out meniscal suturing platform.  Ivy’s history and sole focus on advancing the treatment of meniscal injuries is also highly complementary to Stryker’s current portfolio of visualization, resection, fluid management, and ACL reconstruction platforms.

“The acquisition of Ivy Sports Medicine strengthens our capabilities and fits strategically with our current portfolio. Ivy’s complete meniscal platform, coupled with their clinical history, will allow us to provide our customers with multiple solutions to address meniscal repair,” said Matt Moreau, Vice President and General Manager of Stryker’s Sports Medicine business.  “This is an area of sports medicine where there is continued opportunity to address unmet customer needs. The Ivy portfolio provides a unique platform for us to build upon as we seek to continue advancing the treatment of meniscal injuries.”

“Ivy Sports Medicine was formed to capitalize on the unmet opportunity in meniscal repair, which we view as one of the more attractive growth opportunities in all of orthopaedics,” said Robert Pangia, CEO of Ivy Sports Medicine. “Our products provide surgeons with a complete set of tools to treat a large spectrum of meniscal repairs. We are excited about the prospects of combining these products with Stryker’s distribution channels and complementary portfolio of sports medicine products.”

About Stryker

Stryker is one of the world’s leading medical technology companies and, together with our customers, we are driven to make healthcare better. The Company offers a diverse array of innovative products and services in Orthopaedics, Medical and Surgical, and Neurotechnology and Spine that help improve patient and hospital outcomes. Stryker is active in over 100 countries around the world. Please contact us for more information at www.stryker.com.

Media Contact
Jenny Braga, Senior Communications Manager
jenny.braga@stryker.com

Logo – http://photos.prnewswire.com/prnh/20140106/PH40722LOGO

SOURCE Stryker

Related Links

http://www.stryker.com

Alphatec Holdings Completes Sale of International Business to Globus Medical

CARLSBAD, Calif., Sept. 01, 2016 (GLOBE NEWSWIRE) — Alphatec Holdings, Inc. (Nasdaq: ATEC), the parent company of Alphatec Spine, Inc., a provider of spinal fusion technologies, today announced the completion of the previously announced sale of its international operations and distribution channel to Globus Medical (NYSE: GMED), a leading musculoskeletal implant manufacturer.

With the closing of the transaction, the Company is now focused solely on the U.S. market, which Alphatec believes constitutes nearly 65% of the world’s spinal fusion market.

Over the past several years, the Company has focused its R&D programs and invested in the development of a leading, robust suite of products that are available to surgeons in the U.S. today—including Arsenal™ Degenerative, Arsenal Deformity and Battalion™ Universal Interbody.  In addition, the Company has recently obtained U.S. clearance for its new XYcor® Expandable Spinal Spacer System, which the Company plans to launch later this year.  The Company also made significant progress through its initiative to outsource its manufacturing operations—reducing capital investment in equipment, partnering with valued suppliers to provide flexible capacity, while achieving unit level cost reductions and margin improvements. As a result, Alphatec believes it is now better positioned to compete more effectively in the marketplace, accelerate growth and continue to improve profitability.

“Today marks the beginning of a new chapter for Alphatec,” said Jim Corbett, President and Chief Executive Officer of Alphatec Spine. “I am excited about the long-term prospects for the company as we pursue the U.S. spinal market with the resources we need to support continued investment in the commercialization of our robust product line. We have the right products, an exceptional team and a newly streamlined balance sheet to support our growth across the country, and we look forward to executing on our vision.”

Terms of the Transaction

Globus acquired Alphatec’s international operations and distribution channel for a purchase price of $80 million in cash. Globus will also provide Alphatec a five-year senior secured credit facility of up to $30 million. In addition, Alphatec has entered into a supply agreement through which Alphatec will supply its products to Globus for up to five years.

New Capital Structure

With the closing of this transaction, Alphatec believes that it can now establish a new capital structure that appropriately reflects the capital needs of its U.S.-focused business and positions the company for achieving future profitability. As part of the closing, Alphatec implemented the following related to this new capital structure:

  • Drew down $25M of the $30M credit facility from Globus upon closing;
  • Paid off the existing Deerfield credit facility balance and retired the credit facility;
  • Reduced the MidCap Financial term loan to a $5M balance; and
  • Reduced the MidCap Financial revolver commitment to $22.5M.

With this, Alphatec expects to have paid down approximately $66 million of existing debt and debt-related expenses.

Concurrent with this transaction, Deerfield Management Company, L.P. has utilized its cashless exercise provision under its warrant agreements, converting its warrants to purchase up to 11.45 million shares of common stock to approximately 3.2 million shares on a pre-reverse split basis. This will constitute approximately 269 thousand shares on a post-reverse split basis.  As a reminder, on August 25, 2016 the Company completed a one-for-twelve reverse stock split.

“As a result of this transaction, we are able to improve Alphatec’s forward-looking balance sheet by reducing our overall debt while providing the liquidity and reserves needed to invest in commercializing our robust product portfolio,” said Mike O’Neill, Alphatec’s Chief Financial Officer.  “The new term loan from Globus, in conjunction with a planned revolving line of credit from MidCap Financial, provides the company with credit facilities of up to $57.5 million, which will offer sufficient liquidity and appropriate financing to successfully support Alphatec’s transition to a U.S. market based company.  Upon closing, we estimate our total debt drawn will be approximately $45 million. I would like to thank Deerfield who has been an excellent partner and we appreciate the support that they have provided to the company through the years. I am also pleased that MidCap will remain as a lender and provide funding for the company going forward. I want to thank them for their continued commitment and support to Alphatec.”

The Company expects that its stronger financial foundation coupled with its strong product portfolio will support future investments in its capital instrument base each year. These investments will be used to drive the commercial expansion of its new product lines, which are expected to contribute substantially to its planned growth profile. In addition, the Company has already made substantial headway towards its goal of reducing its operating expenses by $20 million. The Company expects this to continue for the remainder of 2016 and into 2017, translating to positive cash flow and profitability in the back half of 2017.

About Alphatec Spine

Alphatec Spine, Inc., a wholly owned subsidiary of Alphatec Holdings, Inc., is a global medical device company that designs, develops, manufactures and markets spinal fusion technology products and solutions for the treatment of spinal disorders associated with disease and degeneration, congenital deformities and trauma. The Company’s mission is to improve lives by delivering advancements in spinal fusion technologies. The Company and its affiliates market products in the U.S. and internationally via a direct sales force and independent distributors.

Additional information can be found at www.alphatecspine.com.

About Globus Medical

Globus Medical, Inc. is a leading musculoskeletal implant company based in Audubon, PA. The company was founded in 2003 by an experienced team of professionals with a shared vision to create products that enable surgeons to promote healing in patients with musculoskeletal disorders. Additional information can be accessed at www.globusmedical.com.

Forward Looking Statements

This press release may contain “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995 that involve risks and uncertainty. Such statements are based on management’s current expectations and are subject to a number of risks and uncertainties that could cause actual results to differ materially from those described in the forward-looking statements.  The Company cautions you that there can be no assurance that actual results or business conditions will not differ materially from those projected or suggested in such forward-looking statements as a result of various factors. Forward looking statements include the references to the Company’s ability to compete in the U.S. marketplace, accelerate growth and continue to improve profitability, continued investment in the commercialization of the U.S. product lines and in its capital instrument base, expected capital re-structuring and expected reductions in operating expenses and the timing and likelihood of cash flow and profitability. The important factors that could cause actual operating results to differ significantly from those expressed or implied by such forward-looking statements include, but are not limited to:  the Company’s ability to execute on its business plan and effectively compete in the U.S. marketplace; the Company not realizing the full economic benefit from the transaction, including as a result of indemnification claims under the definitive purchase agreement and the retention by the Company of certain liabilities associated with the international business; the Company’s ability to meet its obligations under the supply agreement and its credit facilities; the uncertainty of success in developing new products or commercializing products currently in the Company’s pipeline, including the products discussed in this press release; the Company’s ability to successfully reduce and control its costs, improve its margins and improve its profitability; claims related to the Company’s intellectual property; product liability exposure; and other risks detailed in the Company’s public periodic filings with the U.S. Securities and Exchange Commission. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof, and the Company undertakes no obligation to revise or update this report to reflect events or circumstances after the date hereof. All forward-looking statements are qualified in their entirety by this cautionary statement.

CONTACT: Investor/Media Contact:

Christine Zedelmayer

Investor Relations

Alphatec Spine, Inc.

(760) 494-6610

czedelmayer@alphatecspine.com

Source: Alphatec Holdings, Inc.

2017 Mercedes-AMG C63 Coupe Makes its Debut

Mercedes-AMG C 63 S Coupé (C 205) 2015; Exterieur: designo diamantweiß  bright, Night Paket exterior: designo diamond white bright, night package

Mercedes-AMG C 63 S Coupé (C 205) 2015; Exterieur: designo diamantweiß bright, Night Paket
exterior: designo diamond white bright, night package

This is some dummy copy. You’re not really supposed to read this dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content.

If you want to read, I might suggest a good book, perhaps Hemingway or Melville. That’s why they call it, the dummy copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the concept. With clarity. Conviction. And a little wit.

Mercedes-AMG C 63 S Coupé (C 205) 2015; Exterieur: designo diamantweiß  bright, Night Paket exterior: designo diamond white bright, night package

Mercedes-AMG C 63 S Coupé (C 205) 2015; Exterieur: designo diamantweiß bright, Night Paket
exterior: designo diamond white bright, night package

In today’s competitive market environment, the body copy of your entry must lead the reader through a series of disarmingly simple thoughts.

All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, that’s a reader’s job: to read, isn’t it?) And by the time your readers have reached this point in the finished copy, you will have convinced them that you not only respect their intelligence, but you also understand their needs as consumers.

Amsterdam on Foot: Where to Walk in the Dutch Capital

tumblr_nokjp3Im5K1tomxvuo5_1280

This is some dummy copy. You’re not really supposed to read this dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content.

If you want to read, I might suggest a good book, perhaps Hemingway or Melville. That’s why they call it, the dummy copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the concept. With clarity. Conviction. And a little wit.

tumblr_nokjp3Im5K1tomxvuo3_1280

In today’s competitive market environment, the body copy of your entry must lead the reader through a series of disarmingly simple thoughts.

All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, that’s a reader’s job: to read, isn’t it?) And by the time your readers have reached this point in the finished copy, you will have convinced them that you not only respect their intelligence, but you also understand their needs as consumers.

tumblr_nokjp3Im5K1tomxvuo1_1280

As a result of which, your entry will repay your efforts. Take your sales; simply put, they will rise. Likewise your credibility. There’s every chance your competitors will wish they’d placed this entry, not you. While your customers will have probably forgotten that your competitors even exist. Which brings us, by a somewhat circuitous route, to another small point, but one which we feel should be raised.

Preparations for Preliminary Draw underway

fifa2010

This is some dummy copy. You’re not really supposed to read this dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content.

If you want to read, I might suggest a good book, perhaps Hemingway or Melville. That’s why they call it, the dummy copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the concept. With clarity. Conviction. And a little wit.

In today’s competitive market environment, the body copy of your entry must lead the reader through a series of disarmingly simple thoughts.

All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, that’s a reader’s job: to read, isn’t it?) And by the time your readers have reached this point in the finished copy, you will have convinced them that you not only respect their intelligence, but you also understand their needs as consumers.

As a result of which, your entry will repay your efforts. Take your sales; simply put, they will rise. Likewise your credibility. There’s every chance your competitors will wish they’d placed this entry, not you. While your customers will have probably forgotten that your competitors even exist. Which brings us, by a somewhat circuitous route, to another small point, but one which we feel should be raised.

Long copy or short – You decide

As a marketer, you probably don’t even believe in body copy. Let alone long body copy. (Unless you have a long body yourself.) Well, truth is, who‘s to blame you? Fact is, too much long body copy is dotted with such indulgent little phrases like truth is, fact is, and who’s to blame you. Trust us: we guarantee, with a hand over our heart, that no such indulgent rubbish will appear in your entry. That’s why God gave us big blue pencils. So we can expunge every example of witted waffle.

For you, the skies will be blue, the birds will sing, and your copy will be crafted by a dedicated little man whose wife will be sitting at home, knitting, wondering why your entry demands more of her husband‘s time than it should.

But you will know why, won‘t you? You will have given her husband a chance to immortalize himself in print, writing some of the most persuasive prose on behalf of a truly enlightened purveyor of widgets. And so, while your dedicated reader, enslaved to each mellifluous paragraph, clutches his newspaper with increasing interest and intention to purchase, you can count all your increased profits and take pots of money to your bank. Sadly, this is not the real copy for this entry. But it could well be. All you have to do is look at the account executive sitting across your desk (the fellow with the lugubrious face and the calf-like eyes), and say ”Yes! Yes! Yes!“ And anything you want, body copy, dinners, women, will be yours. Couldn’t be fairer than that, could we?

Take a sneak peak inside Apple’s gorgeous new Chongqing Store

100708_Pudong_Hero_PR

This is some dummy copy. You’re not really supposed to read this dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content.

If you want to read, I might suggest a good book, perhaps Hemingway or Melville. That’s why they call it, the dummy copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the concept. With clarity. Conviction. And a little wit.

In today’s competitive market environment, the body copy of your entry must lead the reader through a series of disarmingly simple thoughts.

All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, that’s a reader’s job: to read, isn’t it?) And by the time your readers have reached this point in the finished copy, you will have convinced them that you not only respect their intelligence, but you also understand their needs as consumers.

As a result of which, your entry will repay your efforts. Take your sales; simply put, they will rise. Likewise your credibility. There’s every chance your competitors will wish they’d placed this entry, not you. While your customers will have probably forgotten that your competitors even exist. Which brings us, by a somewhat circuitous route, to another small point, but one which we feel should be raised.