Saturday, February 26, 2011

Write and rewrite ad copy.

The best way to become a good direct-response copywriter is to practice writing about other people's products or service when you don't have to do it. Whenever you read an unconvincing ad or sales-letter, try rewriting it your way. It can be a lot of fun, and remarkably beneficial to your own skill at crafting words that sell. Sometimes, you may have difficulty improving the original. But every bit of rewriting you do will strengthen your ability to write clearly, concisely, and with a readable style.

I have never known a writer who could spin off yards of copy in 30 minutes before breakfast. Good writing isn't any easier for the professional than it is for the amateur. In fact, it is actually harder.

Ask any top copywriter the actual number of words he or she writes to get 100 words of usable copy. The successful writer is willing to grind out 2,000 words to finally end up with 100 words that are worthwhile.

The unsuccessful writer quits too soon, usually because of laziness, but just as often because of simply not understanding the benefit of-rewriting. He will never have ulcers. But he also will never know the joy of making himself understood and convincing by all who reads his copy.

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