(more to come...)Paul Silverman
- A Copywriter is like a lawyer building a persuasive case by selecting positive truths and omitting negative truths.
- Copywriting is not about pace. It's about brilliance. Don't waste a word.
- Break through to the reader is problem one.
- Consider your headline your first sentence. Then keep going.
- Visualize one reader and write to that one person.
- Pay attention to paragraph transitions. Don't break, corner.
- Anything brilliant can break any rule. (even the rule against puns)
- Verbs make faster pictures than adjectives.
- The greatest act of a copywriter would be to conceive of a scene in which no words appear.
- When presenting your work, don't let the copy sell itself. Sell your passion.
Friday, January 2, 2009
How Copywriters write... Paul Silverman
Paraphrased from "the Copy Book"
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