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Four. If it doesn't quack, itís not a duck. And if your copy doesn't make some kind of selling proposition, itís not advertising, - it's an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They play with words for sake of playing with words. They lose sight of fact that they should be trying to sell something. Thus, copy must use psychology of salesman; and it must say, right up front: Here's what's in it for you.
Five. Always be a little circumspect about experts who try to tell you how to write better copy. And that includes me. Meantime, however, you'll do no better than visit www.wordpower3.com. There, you'll find an e-book that could make your working life a whole lot easier. It contains close to 200 ready-made headlines, taglines, copy openers and clinchers, plus a comprehensive theme -finder that will give you just about every promotional word and phrase you'll ever need. No more writers block - ever. It's called Word Power III. Get hold of a copy and make a name for yourself.
Patrick Quinn is a copywriter, with 40 years' experience of the advertising business in London, Dublin, Edinburgh and Miami.
Over the years, he has helped win for his clients just about every advertising award worth winning
His published books, include:
The Secrets of Successful Copywriting. The Secrets of Successful Low Budget Advertising. The Secrets of Successful Exhibitions. Word Power.