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Eventually, I overcame my distaste for self-proclamation and tried my hand at some copywriting. When I compared my efforts with pre-written ads, it was obvious that something was absent. My advertisements were dull and flat, uninspired and uninspiring. Then I discovered secret: copywriting is a craft not an art. It is has rules which need to be learnt and practised. A course of online copywriting lessons was not hard to come by. In fact, I ended up reading several such courses on good old Information Highway.
Rules are fine, I have a good memory. Examples are not hard to come by and it was easy to make a collection of snippets from copywriting courses. I learnt about importance of writing an attention grabbing headline. I can manage that, there are plenty of examples to borrow. I got to grips with selecting buzz words such as amazing, customised, effortless, excellent and, best one of all -- free. So far so good. Use sentence fragments -- not so keen on that idea but, when you think about it, that's how conversation goes in real life, so I'll do it. Sell sizzle not steak --yeah, I get it. Offer benefits, not features --yeah, yeah, I can do that.
Things started to look better and better as I became familiar with rules and I began to daydream about becoming a copywriter (like in film "The Guys" with that nice Anthony La Paglia). My daydream ended abruptly when I found there was one rule of English grammar I could not bring myself to break. The very thought made me shudder and give up any idea of a copywriting career. I can cope with all fragments, buzzes and sizzles. But I could never begin a sentence with "and".
This is one of a series of articles published by the author, Elaine Currie, BA(Hons) at http://www.huntingvenus.com The authorís monthly newsletter is available free from mailto:networkerhvm@ReportsNetwork.com You may republish this article on