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Copywriting by Mark Shaw

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2 The art of writing great copy

Great copy that gets good results can sometimes be so simple and clear that it looks as if it’s written itself. It attracts the attention of the audience, compels them to take an interest, and guides them as they decide to involve themselves. Writing copy like this is a delicate process, which is not set in stone, so the best approach is to find out what makes the most sense to you by seeing how the professionals do it.

Make sure you take a great brief

Great copy comes from a great brief, and receiving a brief is an active process, not a passive one. While the client or employer may feel that he or she is giving you everything that you require in the brief, it is up to you as the copywriter to take a great brief. ...

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