June 23

John Carlton on Copywriting: How To Write Clear, Engaging Copy


CWSS2-John-Carlton2John Carlton shows why there are job opportunities for skilled writers.  How it is easy to set yourself apart if you can write clearly and concisely.

His comments:

When you get into advertising and marketing, and you get into this writing, it’s kind of a shock to a lot of people when you say “you’ve got to learn to write”.  There are some basics to writing.  There is a way to write that has been time-tested, and that’s where Elements of Style comes in.  It’s a little dated, yes, but it’s only dated in that it was written a long time ago, in the ‘20’s, and it influenced guys like Steinbeck, who knew how to write precisely, succinctly, and paid attention to the writing.

A lot of writing that’s out there, including a lot of stuff you see in newspapers (just pick up a newspaper and start counting the “that”s in a story) shows that people who do not know how to write are teaching other people to write.  The corruption is endemic and, as all marketers know, this is your “in”.  This is great news for anyone who knows what everyone else doesn’t know.  Because you can now become that clear, concise writer.  It can actually be a USP in your market for you to be the one guy who can say what everyone else is mumbling about.  OK?

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