Copywriting: Perform Brain Surgery

Most of these kinds of copy do all they can to avoid referring to the reader as “you,” which sets up a barrier between you and customers. It’s one of the fastest ways to get them to lose interest. Great copy reads like a conversation between you and your prospects and customers.

In an art supply catalog, for example, you might see: “Oil painting has a long history of innovation with constant introduction of new materials and processes that broaden expressive possibilities. Change the basic properties of the paint and mediums and make the colors behave in new and interesting ways …” This kind of copy is sure to put most artists to sleep in no time.