"When people hire me to write marketing copy, they always ask, "Where do you come up with all those ideas?" I just smile and say thank you. Leaving them wanting more.
But, there is no "more". (That is TOP SECRET)
I write from my unconscious. This may startle you, but I do not plan out or think through what I write. Instead I write through dictation. Yes dictation to myself. I just listen to something within and just write.
I know the subject I am writing about, but I do not have an outline or sketch! I have an intention, but not a formulated plan.
That is my First secret!
My second secret is the old question and answer routine. I imagine that I am speaking to someone, telling them what I am writing. I then answer their questions which are my questions which lead to answers and information on paper.
People buy what I am selling and when I have them hooked, they become information junkies. They want long copy and answers. My writing anticipates their questions and answers them.
That is my second secret!
The last secret I will whisper. I look for places in my copy to replace a phase or word with magnetic copy or statements. This collection of words is called a "swipe file". I keep it guarded and I add to it all the time. The words and statements in the "swipe file" are used in the best advertisements. When you see an ad that gets your attention, what was the word or the statement that hit home? Open your book and write it down. Keep these words together. This is your "swipe file".
And that is my third secret.
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