You Could Do This
Every now and then, people ask me for advice about copywriting. Here’s what I tell them, in a nutshell.
What you must do:
Connect.
Inspire.
Give them something of value.
How you must do it:
Understand human nature.
Understand the landscape.
Tell beautifully compelling truths.
Craft:
See emotionally.
Write visually.
Assume intelligence.
Don't overwrite.
Kill without remorse.
Be relevant.
Hate puns.
Find unique human benefit.
Seek perfection.
Keep learning and stretching.
What makes you good:
Think strategically.
Unique point of view.
Be insightful and be right.
Understand and create value.
Be curious.
My process:
Question everything.
Understand brand ethos.
Understand brand need.
Understand audience.
Construct argument.
Create strategy.
What do they have to know?
What do we have to tell?
How must it feel?
How does it extend?
Make good assumptions.
Find the reason to care.
Go!