Five Ways to Write Magnificent Copy

Most writing could be better.

Not just a little better — significantly better.

If you start out with a solid topic, a good knowledge of your audience, and a reasonable degree of writing ability, you’ll usually end up with a pretty good piece of writing.

But you don’t have to settle for “pretty good.” A little attention to the final details can kick “pretty good” to “magnificent.”

Whether you’re creating blog posts, special reports, sales letters, a video script, email autoresponders, or whatever else, you can take your writing up a level just by applying some simple principles…: [Más…]
1. Write drunk; edit sober

Now you don’t have to take this literally. I don’t really mean you should be downing rum as your fingers meander with increasing sluggishness and inaccuracy over your keyboard.

I’m looking at the principle behind this gem from Papa Hemingway. The principle which is absolutely vital to producing compelling copy that gets people reading and buying: you must sound real.

Persuasion is mostly a matter of education and building trust, and it’s hard to build trust when you write like a corporate drone.

Too many copywriters slip into an overly formal style because they think it makes them sound important. Bad idea. No one wants to read stiff, formal copy with all the personality of a fax machine.

Better to put too much personality in and have to edit it out later than not put enough in to begin with.

When you write, make sure you have some passion for your topic — and then just tell your reader what you want to say. Don’t self-consciously write. Just tell.

Enthusiasm creates reader involvement. Most writing has too little enthusiasm, not too much. But if you really feel you went off the deep end, you can always tone it down in the edit.

It’s hard to insert life into copy that never had any to begin with.
2. Sleep on it

If this isn’t the most important technique for improving copy, then it’s definitely in the top two after “learn to read and write.”

Simply put: You can improve any piece of writing by letting it sit overnight.

Look, I know you’re in a hurry. I know you’re really excited about what you just wrote. So am I.

I know you’re like a kid at Christmas and you just have to send it off right now to receive the praise and glory you absolutely deserve.

But don’t.

In the cold light of a new day, all writing seems slightly less marvelous and slightly more open to improvement.

With the perspective that a night away from writing will give you, you’ll see that what you thought was a flawless masterpiece could actually do with a tweak here and a sharp cut there. The changes you make at this stage are 80% of what you need to turn good copy into magnificent copy.


image of hands on keyboard

Most writing could be better.

Not just a little better — significantly better.

If you start out with a solid topic, a good knowledge of your audience, and a reasonable degree of writing ability, you’ll usually end up with a pretty good piece of writing.

But you don’t have to settle for “pretty good.” A little attention to the final details can kick “pretty good” to “magnificent.”

Whether you’re creating blog posts, special reports, sales letters, a video script, email autoresponders, or whatever else, you can take your writing up a level just by applying some simple principles…: Leer más “Five Ways to Write Magnificent Copy”