“Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.” — Simon Mainwaring
We talk a lot about the nuts-and-bolts of writing good copy. And that’s fine — we need to understand the mechanics of our craft if we’re to “swim with the sharks,” so to speak. But there is the structure of writing, and then there is the craft of writing, which is what we’ll focus on today.
The writing process itself never ceases to amaze me. Again, I’m not talking about assembling a promotion, but rather the nuances and subtle differences that make one person a better writer than another. It is what Stephen King talks about in his book, On Writing, which is part memoir, part master class by one of the best-selling authors of all time. In it, King offers a revealing and practical view of the writer’s craft, comprising the basic tools of the trade every writer must have. If you haven’t read it, pick it up when you get a chance. I guarantee you it will make you a better writer.
But I digress. The fact is that anyone can improve their writing ability if they follow a few simple guidelines. Yes, some people are inherently gifted when it comes to crafting copy and seem to instinctively know which word to choose. But for most of us, it is a work in progress.
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