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Restrict yourself!

Restrict yourself, lest fear paralyzes you.

Restrict yourself, lest freedom enslaves you.

The scariest thing in the world (to a copywriter) is a world of possibilities.

𝘱𝘴𝘴𝘵...visit VeryGoodCopy.com
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You can’t escape a borderless place.

Because you don’t know when to turn. Or when to double back. Or even when you’ve made it out. We *need* walls and forks and dead ends that force us to make decisions, to go left or right or up or down.

Limit your time, format, word count, and audience.
"You won’t always succeed, but reach for the stars anyway. Be more ambitious. That’s the first thing." - David Ogilvy

“That was a revelation.”

It’s true, ideation and writing are symbiotic, interdependent.

“Write to get ideas,” said Kelly, “not to express them.”

A revelation indeed.
“What I discovered,” said Kevin Kelly, founding editor of WIRED, “which is what many writers discover, is that I write in order to think. I’d say, I think I have an idea, but when I begin to write it, I realize I have no idea—and I don’t actually know what I think *until* I try to write it.”
“Originality is the most dangerous sin in the advertiser's lexicon,” said Rosser Reeves
The ad pulled well, the product sold out, and the client was delighted.

“You don’t need to have great ideas,” said Schwartz, “if you can *hear* great ideas.”

𝘱𝘴𝘴𝘵...for more micro lessons, interviews, and courses about #copywriting and #marketing and #creativity—all free—visit VeryGoodCopy.com
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Copywriter Eugene Schwartz once listened to a client talk about their product for hours.

He recounts writing the ad after the meeting:

“About 70 percent of the copy was the client’s own words,” he said. “And the headline was a direct quote!”
said Thompson. “It’s unwritten, but it’s understood. Rule Zero. And Rule Zero is *don’t fuck with cats*.”

It came out extemporaneously, in a moment of passion. Lewis heard it, liked it, thought about it, and ultimately decided to make this spontaneous turn of phrase the title of his film.
#Listening:

The title of the sensational true-crime documentary, *Don’t Fuck With Cats*, was *not* conceived by the film’s writer and director, Mark Lewis. It was spoken off the cuff, during an interview with one of the film’s subjects, Deanna Thompson.

“On the internet there’s an unwritten rule,”

*Leave the words.*

They’ll be there when you’re back, unchanged. But you—your attitude, your perspective—will be different. And this will make a difference.

𝘱𝘴𝘴𝘵...for more micro lessons, interviews, & courses about #copywriting and #marketing and #creativity—all free—visit VeryGoodCopy.com
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68 words on #Distance

“Never send a letter or a memo on the day you write it,” said copywriter David Ogilvy. “Read it aloud the next morning,” he said, “and then edit it.”

Distance yourself from your writing to regain objectivity, to ensure your message is accurate and clear.
To be great at work, you must find joy in the process, in your development, in progress.

“You don’t dance because it’s good for you,” said Alan Watts, “you dance because you’re happy.”

If learning a craft makes you happy—if it gives you energy and purpose—just keep dancing. You’ve already made it.
Branding: It’s about artistry, not results.

𝘱𝘴𝘴𝘵...for more micro lessons, interviews, and courses about #copywriting and #marketing and #creativity—all free—visit VeryGoodCopy.com
Copywriting is more about *ideas* than it is about writing.

If you can tell a story without words, you probably should.

This Freddo Ice Cream campaign is an excellent example:

A copywriter helped conceptualize it—and yet there’s no headline, no tagline, no body copy.
recognized & understood by all. Because at a certain level, we are all the same.

“Use your life to animate your copy. If something moves you,” he said, “it will touch someone else, too.” - David Abbott.

𝘱𝘴𝘴𝘵...for more micro lessons, interviews, and courses about #copywriting and #marketing.
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126 words on Using your life:

I write simply. I use small words and short paragraphs and I generally try to make my work accessible. This helps. But more importantly:

I tell stories about human things.

Love and fear, gain, loss. I describe scenes from my life that are personal and universal...
36 words on Short copy:

“Sometimes,” said copywriter Jay Abraham, “the best copy to sell a horse is ‘HORSE FOR SALE.’”

Sometimes, it’s enough to simply tell the prospect you’re selling something she wants or needs, especially if it’s a #commodity.
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Are our attention spans getting shorter?
But I have to.

The Oscars are on.

Bong Joon-ho makes history. *Parasite*, becomes the first foreign film to win Best Picture—and he wins Best Director.

“When I was young and studying cinema,” he says, “there was a saying I carved deep into my heart:

“‘The most personal is the most creative.’”
“I can’t believe this,” I say.

“I know.”

Suddenly, the dog is gone, just a puppy, too. Her name was Maya. A car. A driver, driving. I don’t know. Doesn’t matter. I’m depressed. Sad for Maya. Sad for my mom, my dad, the sobbing, the grief, Christ. I don’t want to work. I can’t write, can’t start.
My phone rings.

Then suddenly, my mom is crying, sobbing. Then suddenly, I’m mad, furious, screaming into the phone. Then suddenly, I’m sitting, hunched, very still.

Then suddenly, then suddenly, then suddenly, it’s dinner time. Kelsey is across from me. It’s quiet. I open a beer. Quiet, quiet.

Inglourious Basterds, and other great roles.

Novak didn’t hesitate.

“Any time I’m telling myself, ‘But I’m making so much money,’ that’s a warning sign that I’m doing the wrong thing,” he said.

“Ah,” Ferriss agreed.

“Money can always be regenerated,” said Novak. “Time and reputation cannot.”
87 words on

#Time, money, and #reputation:

Podcaster and author Tim Ferriss asked actor and producer B.J. Novak an interesting question.

“How do you repeatedly choose the right fork in the road?” said Ferriss, alluding to Novak’s charmed career, which includes major roles in The Office,