According to the creative pyramid, the first step in copywriting and art design is to:

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The first step in the creative pyramid is to attract the prospect's attention. This means grabbing their attention with something eye-catching or attention-grabbing, such as a bold headline, striking visual, or provocative statement. Once you have their attention, you can then move on to the other steps in the creative process, such as generating interest, creating desire, and ultimately motivating them to take action.

According to the Creative Pyramid, the First Step in Copywriting