Here’s the plan…

I’m going to hit you with five fast chunks of concise copy thought.


Some Ideas Suck

Some of your ideas will suck.⁣ ⁣

And that’s OK.⁣ ⁣

No one hits gold every time.⁣ ⁣

To get the good ideas out of your head you need to let the bad ones out too.⁣ ⁣

Live The Copy

When Daniel Day-Lewis took the lead in Paul Thomas Anderson’s incredible Phantom Thread, he studied the fashion industry for a year.⁣ ⁣

But more than just basic research, he went a step further. He learned to sew, studied drapery and even re-created what’s known as a Balenciaga dress from scratch.⁣ ⁣

As a result, his performance is on another level. He IS the character.⁣ ⁣

You should approach copywriting in the same way.⁣ ⁣

The best way to write authentically is to get inside what you’re writing.⁣ ⁣

Research is one thing, but like Daniel Day-Lewis taking on a part, you should try to go one step further and find a way to live the copy.⁣

Read Read Read

If I sound like a broken record on this…⁣ ⁣

It’s because I am.⁣ ⁣

But without doubt the single best thing you can do to improve your copywriting is to read.⁣ ⁣

Read high brow. Read low brow. Read big books. Read small books. Read good copy. Read bad copy. Read magazines. Read the T&Cs. Read junk mail. Read newspapers. Read leaflets you find in waiting rooms.⁣ ⁣

Quite simply: the more stuff you put in your head, the more new ideas will come out on the page.⁣

Fill Blanks Later

Sometimes it’s best to write quick…⁣ ⁣

It helps you get a natural flow and your copy will be stronger because of it.⁣ ⁣

When writing like this – in a stream of consciousness almost – the last thing you want is to be stopping to research a specific detail or to insert an element of proof.⁣ ⁣

To get around this as I write my first draft, I’ll leave gaps and Xs wherever I’d be slowed down and return to them later.⁣ ⁣

Yes it means more editing, but it’s worth it for the more natural copy you’ll write in the first place.⁣

Share Your Ideas

Ideas are infinite.⁣ ⁣

Don’t make the mistake of keeping your ideas to yourself to somehow protect them.⁣ ⁣

The more you share your ideas with people, the more feedback you’ll get about those ideas.⁣ ⁣

And in turn, the more ideas you’ll have.

Find those useful?

I hope so.

If you’d like more bitesize bits of advice, make sure you follow All Good Copy on Instagram as you’ll find (almost) daily thoughts just like this.

P.S. I know a lot of new people have been discovering All Good Copy lately and it’s wonderful. What would be even more wonderful is if you were to pick up a copy of my book if you haven’t already.

You can grab a copy quite cheaply on Amazon right here.