This is a quote that I find really useful with my copywriting. As someone who used to write length, prose-like features, I often scribbled down many paragraphs before I got to the point.
Now, don't get me wrong - I love my old travel pieces, anecdotes and personal blogs. But copywriting is a completely different skill set.
To be a good copywriter, you need to get to the point. Fast.
You need to address the reader and tell them what they want to know as quickly as possible. No one has time to read 'unnecessary words' anymore (although, it pains me to call any words 'unnecessary').
I still have to pull myself up on this sometimes when I get carried away with a piece that I'm really enjoying, but I have to remember giving the reader what they want and the client the results they expect is the most important thing.
Like I said, copywriting really is a skill and it takes years to master the art of getting the information, the sales pitch and the tone across without the reader even realising they're being sold to.
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