October 6, 2018
Good copywriters are not amazing writers. Nor should they be. This is because copywriting is not creative writing. It is not literature. You’re not writing for the sake of writing itself.
Writing is just a medium of expression. This means you use it to accomplish a goal, which is to sell or to get him to take some kind of action.
And you know what’s the irony here?
Almost all amateur copywriters think they need to learn how to write better. Writing better makes your copy worse because you’ll focus on the quality of your writing. You’ll try to sound interesting and to make your copy read like great literature. And this will just distract the prospect from the emotional and logical rollercoaster required to make the sale.