copywriting

Hello Friend,

Today I was reading more of "On The Art of Writing Copy" by Herschell Gordon Lewis. And picked up on a number of excellent copywriting rules which you can apply to your copywriting immediately to make it more compelling.

Essentially if you have a piece of copy that's performing poorly then you could use these rules to help generate a greater response. So what are these rules?

Allow me to break them down for you…

One of the rules I discovered is the tightness rule. This rule states you should keep your copy tight enough so it fits the readers skimming without forcing a comprehension stop.

Now maybe you know about this, maybe not. But this rule is a must if you're going to write winning copy. You want to get rid of fat and most first drafts contain loads of fat.

This is where your editing skills becoming highly important. In fact, I read from Joe Sugarman that master copywriters most important skill is their editing skills.

Because That's Where the Copywriter Brings His Copy to Life

When you edit you'll find "live words" and "dead words". And your job as a copywriter is to exchange as many dead words for lively words as possible. This will bring color to your copy!

The next rule I discovered is the rule of word matching. This rule states you should use words that match the image you're trying to build. An out of key word can change the entire image you're trying to build.

So keep the the type of words you use within your copy consistent. Also word matching is even more powerful when when your key words not only fit the subject but color. Strive to find colorful words that tint your copy and fire off imagery in your reader's mind.

Now the last rule I discovered while reading today is the rule of using cliches. And this rule states you should NOT use any kind of cliches in your copy.

A cliche is a worn out word or statement which will make your copy come out flat and unoriginal. Here are just a few cliches you should stay away from:

  • A breed apart
  • let's face it
  • Knock your socks off
  • new and improved
  • Due to the fact
  • I couldn't care less
  • Watch for it
  • You've tried the rest. Now try the best.
  • Quite simply

And the list goes on and on of many cliches you should avoid. I recommend you do a search online for a list of cliches. And keep them around in a swipe file so you can ensure that a cliche doesn't creep into your next copywriting project.

As I read more "On the Art of Writing Copy" (which I highly recommend by the way) I'll continue to share more knowledge that I get from it.

Until next time continue taking action and making some passive residual income.

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Filed under: Copywriting Tips

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