The last post was a blast to write (and I still think it’s pretty good). but now (here), I’ll talk a little bit more about what it means for you. Namely, what it means for you to write write better (more working-class) copy.
Maybe it’s because we were all exposed to great, romantic works in school (and never exposed to good, straight-forward copywriting), but most people think of writing as genius. That’s fine (and it can serve you to write some pretty good stuff). But there’s a draw-back (because more than likely, you’re not a genius); it mostly comes out as fluff. There’s more focus on describing the beautiful rolling cow pastures than there is focus on shoveling the gutters (I bet you can guess what that entails).
I bet too, that if you look back at some of your own copy (or that of some others), you’ll see what I mean. You want to fix it? Well, you don’t necessarily need to cut out all the fluff (it certainly serves its’ purpose). And you definitely don’t need to change your style (just to imitate mine)… that would be stupid. You do, however, need to tighten it up. You need to roll up your sleeves, put on your Carhart’s (or your work pants of choice), and shovel some shit. You need to not only make it pretty, but you need to make it work.
Do that, and you’ll have working-class copy. You get that, and you’ll have a better website (and a better brand). It’s that simple (kinda); hard work, good results.
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