MP Classic: Three Steps to Great Copy
by Nick Usborne
Nothing irritates me more than being told that there are "3 Secrets" to great copy. Worst still are those marketing promises that say something like "3 Secrets that the copy gurus don't want you to know."
Here's an example I received just the other day: "Just imagine...a report with the *exact* words to use to maximize your influence and communication effectiveness...."
For me to believe that I could write good copy simply by having access to these *exact* words, I would also have to believe that if I had access to the *exact* set of brushes and paints used by Picasso, I could become a great painter.
It's all nonsense.
However, there are some simple steps you can take that, when taken in the right sequence, can improve your copy.
Step 1: Figure out what to say
A great deal of copy for site pages, emails, and newsletters fails simply because the writers didn't pause long enough to figure out what they should be saying.