Lessons in Copywriting

By shunning that darling of all darlings- the pun headline- I'm left with no-nonsense straight talk. Prospects can never get enough of that. By avoiding cutesy- clever copy phrases I eliminate the danger of show-off writing.
Copywriting, ofcourse, is not a matter of rules and regulations. Hell, then anybody could do it.

Believe, really believe, that every word you write will be read and you'll write better. And be read more. Never lecture. Remember how boring lectures were in college?

A headline that needs a subhead usually needs more work.

Don't fall into the trap of writing to a prospect profile. Infact don't 'write' at all. Visualise the one person you want to influence, then sit that person down across from you. Now talk to him or her through your pen, pencil, typewriter, word processor or whatever.

Every product has it's own truth, it's own believability zone. Stray and your readers will know. Oh yes, they'll know.

Don't rely on your art-director to save you. A strong idea, simply presented, is far more effective than a weak idea, strongly presented.

There is no such thing as long copy. There is only too-long copy. And they can be two words if they are not the right two words.

If you find yourself developing a creative philosophy, your growth is over. Stagnation has set in.

Write short sentences with small words and few adjectives. They are easier to read. And more interesting and believable.

Never write an ad a competitor can sign.

When you get your copy to the point where you're really, really happy with it, cut it by a third.

Take the embarrassment test. Imagine yourself standing before your family, reading your copy aloud. Still proud of it?

Listen hard as you write. Are you hearing the prospect say, "Yes! Yes! That's what I want to hear. More! More!"

Write for yourself. Never write for your creative director. Neither of you will be happy with the result.

Every writer needs an editor. If you find a good one, treasure the relationship.

-- Jim Durfee.