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Yep, you heard me right. Per page.
Yes, it can be done. I didn't think I could do it either in my novels. And let me tell you, when you start pruning those "wases/weres" out of your prose, it's amazing how strong your writing becomes.
3. Describe specific situations. Compare:
"Our bookkeeping service is
best in area. We can take care of all your bookkeeping needs, from invoices to paying bills to reconciling your bank statements."
To this:
"Do your invoices go out late because you can't stand idea of sitting down to do them? Does your cash flow suffer droughts each month because no checks arrive in mail (because your invoices went out late)? How much hair have you pulled out over years because of accounting mistakes? Never fear, those days are over when you hire us to do your bookkeeping."
The first example is generic (take care of bookkeeping needs). The second example shows you HOW business does it. (In fiction we call it "show, don't tell." Good advice, even for copywriters.) You can actually "feel" those business problems -- late invoices, cash flow droughts, loss of hair. It's difference between something cold and impersonal that really has nothing to do with you and something that wakes you up with a spark of recognition ("Hey, that's me. I need that.")
Creativity Exercises -- See what others are doing
Pick a piece of copy. Something with meat -- at least 300 words or so. No, it doesn't have to be something you wrote either. In fact, this exercise might be easier if it isn't yours.
Now analyze it. Look at nouns. Are they specific? Or are they a bit too generic? What about verbs? Could they be stronger? And does it describe a specific situation, something that you can actually feel and touch?
Try this with a variety of writings -- novels, nonfiction books, newspaper articles, Web sites, sales letters, etc. Look at both "good" and "bad" examples. (Although good and bad are somewhat subjective, follow your gut.) See what trends you discover.
By analyzing what others are doing, you're better able to see strengths and weaknesses in your own writing.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com
