The Right Way to Write
Doing the basics brilliantly
This pre-Christmas copy gets straight to the point.
Here we explain the key principles of effective copywriting; in the next we introduce you to a series of techniques to make your work all but irresistible. Think of Lessons Two and Three as a crash course in the principles and practice of great copywriting.
Consider, if you will, the following response from E. B. White, author of Charlotte’s Web and Stuart Little, to a fan inquiring about his admirably stripped-down prose style:
There are very few thoughts or concepts that can’t be put into plain English, provided anyone truly wants ...