Lesson Two:

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 ...

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