Writing copy often makes me think of playing basketball, something I’d like to do in my next incarnation, when I’ll also be six feet tall and coordinated.
Many of us begin by thinking we should write our copy from beginning to end. Begin with a killer opening to draw in the reader. Add bullets. Insert call to action. Create brilliant sub-head. More bullets. Another call to action.
But it’s easy to get stuck writing the sales letter opening. We know it’s important, so we keep polishing. And the harder we work, the more frustrated we become. At least I do, anyway.
So how do we break the cycle? Take the pressure off. Don’t write just one sales opening! Write 2 or 3 in dramatically different styles, to see what happens. [Read more…] about Copywriting Is Like Basketball