PART 2 Method

PART 2

Method

M04_HORB7347_01_SE_C04.QXP:M04_HORB7347_01_SE_C04 2/6/09 09:49 Page 43

M04_HORB7347_01_SE_C04.QXP:M04_HORB7347_01_SE_C04 2/6/09 09:49 Page 44

et’s recap: in Part 1 we established that it’s bad to be

boring, a conversational approach can create interest, tone

of voice is about the individual voice you heard when you

read what’s on the page, and a few extra words can make all the

difference when it comes to creating brilliant copy. In short

we’ve talked over some of the background to being a brilliant

copywriter. Now let’s zoom in a bit and look at the practice of

writing.

I’ve divided the writing process into three stages: before, during

and after.That’s an over-simplification of course – in real life the

boundaries are blurred as the various stages overlap, repeat and

run in parallel. Still, it’s a useful and intuitive way of bringing

clarity to a confused and essentially subconscious process. So

don’t worry too much about how I’ve chosen to structure this

part – just take what you need and apply it where and when you

need it.

M04_HORB7347_01_SE_C04.QXP:M04_HORB7347_01_SE_C04 2/6/09 09:49 Page 45

M04_HORB7347_01_SE_C04.QXP:M04_HORB7347_01_SE_C04 2/6/09 09:49 Page 46

..................Content has been hidden....................

You can't read the all page of ebook, please click here login for view all page.

Table of Contents for PART 2 Method