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Dont worry about the first draft

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