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2006-06-13 22:42:28
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Article by Ben Settle |
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I'm a big fan of studying other kinds of writers besides just "copy" writers - especially political writers.
Which is why I'm always urging people to read political authors, books and blogs. The farther right or left the better, the more radical the better.
Case in point...
Right now you almost can't turn on the radio or TV without hearing about Ann Coulter and her book "Godless: The Church Of Liberalism."
And love her or hate her (very few "luke warm" reactions to Ann Coulter), she recently dropped an incredible "copywriting" tactic in a radio interview you can start using immediately if you want.
She said when she sits down to write a newspaper column or book chapter - especially if it involves a complex topic - she simply pretends she's writing an email to one of her friends.
She says this forces her to keep even the most entangling legal and policy details simple and easy to digest.
I don't know about you, but I find this extremely useful copywriting advice. Especially since the ability to make the complex simple is one of THE most important selling skills you can have.
Anyway, I've already started using this email tactic with my own stuff and I can honestly say it's made writing copy ten times easier for me.
And you know what?
If you ever find yourself stuck trying to make something complex simple in your ads, I can practically guarantee it will make things a lot easier on you, too.
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