06-17-2006
The only copywriting secret you’ll ever need
These days, everyone writes copy. And everyone wants the secret to great copy.
OK, here’s the secret: write the way you speak. That’s all there is to it.
In my copywriting course, the first lesson includes this exercise:
Exercise Two: Getting (conversational) words on paper: Tell me about your favorite pen
A pen manufacturer has hired you to write copy for a newspaper display ad. Pick your favorite pen, and do some research on pens. Next, in 150 words, tell me about the pen. Start with “Angela, let me tell you about this pen…” Remember, that you’re talking, not writing. Write as you’d speak. Also remember that this is not copy, this is just you, telling a friend about your pen.
If you can do that exercise, you can write ad copy — and any copy.
Of course, writing “the way you speak” is harder than you’d think, because your inclination is to WRITE. Stop writing. Start speaking on paper.
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Angela Booth, top copywriter, author and writing teacher.
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