This week on The Lede …
- Why You Should Write Daily
- Why Originality is Overrated
- The Few Sentences You Need to Dominate Your Market
- David Ogilvy’s Obituary
- 10 Ways to Write Clearly. No, Make that 1.
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Why You Should Write Daily
Mr. Babauta’s article gives very good advice. It’s also one hell of an example of the type of advertorial that works to support and fund independent content (you’ll see what I mean when you click through).
10 Ways to Write Clearly. Make That 9. No, Just 1.
This article delivers one of the first lessons every good copywriter learns. It’s a lesson that must be remembered and used throughout any career that matters, and it all boils down to just one thing …
The Few Sentences You Need to Dominate Your Market
I am a believer in the power of brevity. Most people are, even if they don’t know it. Within the craft of writing copy that sells, there’s often a necessity for long copy, but Mr. Sandeen argues that the initial decision to continue reading usually boils down to just a few sentences. And of course, he’s right.
Why Originality is Overrated
In line with David Ogilvy’s famous quote, “If it doesn’t sell, it isn’t creative,” Mr. Tullman makes a brief case for the eradication of novelty in selling. You may feel that you’ve “accomplished something” with that clever turn of phrase, or that outrageous storyline involving rappers, zombies, and your product … but does it actually sell? If you go looking for gasps or laughs in reaction to your sales copy, you’re merely trading the hope of a potentially profitable business for the vacant pursuit of “creative” awards and adulation.
David Ogilvy’s 1999 New York Times Obituary
Speaking of Mr. Ogilvy … I’m not quite sure why this link made The Lede this week. I suspect it has something to do with the human fascination with our common (and final) problem. A gentle reminder that our time here is short, and our remaining working hours should be as generous, helpful, and industrious as we can make them. Perhaps.