The Great Secret

Befory we begin.

Writing good copy is often viewed as an arcane art form. Worse, there are hacks out there trying to sell you the “secret” to copy, or the “ultimate marketing copy”.

As with most things, the secret to writing good copy is thoughtfulness and hard work. Of course, there are lots of tips and tricks to help make your adverts pop, but before that you need good, solid prose to work with.

“Practice makes perfect” is a tired adage. However, in this case it is true. Working on the techniques in this book, getting feedback on your copy and simply trying out ideas will set you on the path to success.

Here’s a helpful picture of some people working hard!

However, if there were a big secret to writing copy it might get summed up something like this:

Keep it simple, keep it short, write for the reader and show value

Of course, there is more to say about each of those points - but the core essence of writing sales copy is there.