First lesson with David Abott

I believe that copywriting is the easiest as well as the toughest job so far; easiest because the interest-level can make the writer so engrossed into writing it that even they don’t recognize the effectiveness of the copy for some time. And it’s toughest because it can take a hell lot of effort to bring out that tiny yet terrific idea hiding so cunningly somewhere around in your mind.

Read about the eminent copywriter David Abott and felt an urge to share the secret behind his verbal expertise. That’s how he goes about writing the copy –

 

  1. Jotting down the phrases and words that instantly come to mind
  2. Using extensive research so that there’s so much to say
  3. Reading the copy aloud to check the fluency and rhythm
  4. Using non-fancy, simple and familiar words
  5. Fiddling with the words for around three hours
  6. Writing the copy 50-60 times until something striking emerges out
  7. Writing copy anywhere at home, during traveling. Just anywhere!
  8. Asking others about the product to equip with better insight and more ideas
  9. Avoiding boredom

Famous work:

  1. “I never read The Economist.” Management Trainee, Aged 42 (For The Economist)
  2. Guess what Sainsbury new canned grapefruit tastes like? (For Sainsbury)
  3. If the welding isn’t strong enough, the car will fall on the writer. (For New Volvo 740 )
  4. If he can make it, so can Volkswagen. (For Volkswagen)
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