The Copy-writing Handbook
Joe Sugarman
First draft of an Ad is often terrible
and real skill is in taking the rough draft and
polishing it-
If everybody were given the assignment of writing a draft of an ad
for a product, the first draft of my ad
would like be terrible compared to everybody else's.
It is what I do with my copy , after first draft ,
that really makes the difference!!!
(check here how to edit )
In the first draft, the goal then is to put something-
anything - on paper - the emotional outpouring of anything -
you are trying to convey about your product or service
Don't worry about how it reads!
Axioms of Copywriting:
Axiom 1: Copywriting is a mental process :
the successful execution of which reflects the sum total of
- All your experiences .
- Your specific knowledge
- Your ability to mentally process that information and
transfer it onto a sheet of paper-
for the purpose of selling a product/service!
Goal of a Copy: To cause a person exchange his hard-earned money for a product/service
Specific Knowledge : Becoming an expert means , learning enough about a product to
obtain enough specific knowledge so you can communicate the "real nature"
of what you are trying to sell!
Say to yourself :
"I am an expert : having learned enough to be able to effectively communicate
this product to the consumer"
Axiom 2 :
All the elements in an advertisement are primarily designed to do one thing only :
"Get you to read the first sentence of the Copy"
First sentence : make it short :
- Losing weight is not easy!
- Its you against the Computer
- Its easy.
- It had to happen.
- Hats of to Apple!
Axiom 3 :
And the sole purpose of the first sentence is to get you to read the Second sentence1