“Good copywriting comes from spending a lot of time on it. From revising, polishing and editing it. The best pieces of copy are the ones I have spent a lot of time on.”
David's five simple rules on good copywriting.
1. Put yourself into your work. Use your life to animate your copy. If something moves you, chances are, it will touch someone else too.
2. Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.
3. If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list.
4. Confession is good for the soul and for copy too. Bill Bernbach used to say “a small admission gains a large acceptance.”
5. Don’t be boring.
(On that latter point David never was)