The A-B-Cs of Great Copywriting.

Here’s a question I get a lot: "How do you write great copy?"

I get this question from new and novice writers, a few years of experience who know they can do better.

So… as a lesson to the newbies and a reminder to the dinosaurs, here are my A-B-Cs of great copywriting.

Great Copy Strategy A. Set up your writing routine

When do you do most of your writing? Morning, afternoon, night? I find the best time for me to write is first thing in the morning. After I've had my favorite morning beverage (known only to my closest friends), of course.

Here's why: I start my pre-writing routine well in advance. In fact, I begin getting ready to write the night before. Here's my routine. I go online to research... I look over old promotions for that client, or competitor's copy I kept on file... I read over past stuff I like and highlight the best bits. That's how I start to pick up some good ideas.

Now I know it's time to start writing. I take all the material I've gathered and gone through in my research phase. Then, since I've already highlighted all the important points, I skim through all this material... just covering what I've already deemed important. This process usually takes 30 minutes to an hour.

After that, I sit back, reflect on everything for a few minutes and start asking myself a few key questions like:

What's the BIG Idea here?

If I were a prospect for this product, what benefits would I want most?

What's the MOST exciting about this product?

Next, I simply relax, and let my noodle work on the questions and all the material I've covered. I let nature take a hand (because nature can

do the most amazing things!)

And that's it. I don't struggle trying to come up with answers, or solutions, or anything like that.

Then, in the morning, I go through my usual routine. I check all the regular web sites for news, look at the overnight sports scores, and check out my horoscope.

Then, and only then, do I start to write. (By the way, I use this exact formula for more than 35 years. Every day I plan to write. Even some days when I don’t plan to write.)

Also, no matter when you do most of your writing, may I suggest that you at least try and do it at the same time every day.

Great Copy Strategy B. Write A LOT - Write FAST:

The best writers write... and write a lot. It's that simple. Does that mean you can never take time off? Absolutely not. You'll burn out. But you have got to get your ideas down. Some are fleeting images that you need to capture immediately. But I have a more important reason…

I think you need to write as you think. That’s because you speak as you think, and people hear you as quickly and easily. (Yes, I know, there are times you must edit in your head before you speak… but when I’m writing, I edit later…)

So, write. (My wife says she knows, from any part of our apartment, whenever I’m writing stuff. She says the typing sounds like popcorn cooking in the microwave. Slowly at first, then faster and faster, until there is the unmistakable rhythm of popcorn popping!)

Great Copy Strategy C. Edit Slowly:

After you write for as long as you can (for some projects, I write for 20 minutes… for others, three hours) you stop writing.

Walk away. Eat something, or take a walk, read, watch TV… it does not really matter. Just get your head away from the game for a bit.

How long? Well, to paraphrase Abe Lincoln, “as long as it takes.”

Then, when you’ve settled you head… calmed it from the rush of words you’ve just crafted into sentences and paragraphs… go back and edit.

Yes… do a Spell-check… do a grammar-check… but also read through the copy, sentence by sentence. (Not word by word. Take in sentences in their entirety.) And ask:

* Was that strong enough? (Did I deliver the main points I wanted to make?)

* Was that powerful enough? (Did my copy get the reader to do something positive?)

* Was that clear enough? (Can my reader easily understand the main points of my efforts?)

Great Copy BONUS Strategy. Read it out loud:

Shakespeare once wrote that great words, “Land softly on the ear.” I want my copy to land softly on my reader’s ear. That’s because my re

ader will read my copy out loud, but with the “mute” button pressed!

I will hear more mistakes, I will hear more awkward sentences, I will hear more weak phrases than I will ever see.

So… now... go write g

reat copy.

If you want to learn many more of my tips, tactics, and secrets – especially how to craft winning e-commerce copy – sign up for my 30-Day Copywriter’s Masterclass.

Click here to register. (You’ll also learn how to land the best clients – the ones who pay top dollar – and create a client-winning portfolio ready to present to your next prospective employer!)

If you have any questions, feel free to reach out to me at PTB@novuscom.net

Peter T. Britton,

Resultant

PTB@novuscom.net