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.

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?


Doris – Austria

“Von der ersten Begegnung an bezaubert dieser Ort – ist es die Aufmerksamkeit für die unterschiedlichen Bedürfnisse, der respektvolle Umgang miteinander, die Freundlichkeit und das Verständnis füreinander, die Wohlfühlen möglich machen? Es ist auch der geschmackvoll gestaltete Ort, es sind die großzügigen Räume und der weite Blick über den Busch, die bezaubern! Wir haben wunderschöne Stunden bei euch auf der Lodge verbracht und danken für die anregenden Gespräche beim köstlichen Abendessen, den guten Wein und das reichhaltige Frühstück! Und danke Martin für deinen Humor und dein Wachsein um 5h früh vor dem Aufbruch zur Safari! Aktive Menschen werden die Lage der Lodge genauso zu schätzen wissen wie pool-potatoes und Sundowner – Liebhaber werden begeistert sein vom Blick in die Weite auf dem Aussichtsturm! Himmelbetten garantieren Tiefschlaf und Erholung – das Strohdach strahlt auch im Winter genug Wärme in der Nacht ab! Ein wunderbarer Ort – unbedingt zu empfehlen!”

Gerda – South Africa

“Great location, friendly staff, wildlife on the property, close to restaurants and shops.”

Oded - Israel

“OMG! were should I begin?! we arrived to Hoedspruit after a long day and we were amazed by the beauty of this place. It is located in a beautiful private reserve (there are wild animals like leopards in the area). as soon as we got there, the staff welcomed us with warm towels and great cocktails. the room itself (honeymoon suit) was above all expectations. it was clean, big, brand new with all the best facilities and treats you can dream of. the hosts Tanya (both of them) was extremely nice, warm and helpful. the staff is great and really kind. the breakfast was the best I’ve ever had in SA!!! in short.. if you are re in the area- before or after Kruger park- treat yourself and book this place. one night is surely not enough…”