You’re browsing for books on Amazon and hit the Look Inside button. How long do you give an sample before you move onto the next selection? Ten pages? Five? One?
In bygone days of traditional publishing, many authors thought it was downright unfair for an agent or editor to reject a submission after reading only five or ten pages. They didn’t realize most manuscripts are like digging in a dumpster—it rarely gets better as you go deeper.
Today, I suspect we’re lucky if a browser reads more than the first page. We must hook them in seconds. Given the choice between a great story that glides like ice cream over the tongue, or a great story with bits of nut shells to spit out, guess which one the reader will pick.
Here are ten self-editing tips so readers will glide through your prose straight to the Buy Now button:
There are two jobs paths out there that tend to get confused. One is technical writing. The other is copywriting.
They are not the same.
If you were to ask me for my number one stance on copywriting, it’d be this:
Dry, boring, technical jargon has. No. Place. In. Copywriting.
Technical writing is about providing facts. It offers details but leaves the ultimate decision to the reader.
Copywriting is about persuasion. It does everything it can to prompt the reader to make the decision you want them to make.
And you can’t persuade if you don’t write in a communicate tone.
Why not? Well, I could tell you . . .
But I’d rather just show you.
The foundation of good copywriting is good storytelling.
There’s a reason John Caple’s article They Laughed When I sat Down By the Piano, But When I Started to Play! is still considered one of the most brilliant pieces of copywriting of all time.
Caples didn’t simply make a pitch. He told a story. A story that spoke to his readers—their desires, their hopes, their dreams. And that allowed him to turn those readers into customers far better than any pitch could.
And that, in short, is the essence of copywriting.
There’s an ancient fable (as in, one I definitely did not just make up on the spot) wherein a young lad, foolish yet daring, seeks out an old, wise man for help.
Eventually (feel free to fill in here chapters of challenges, suffering, and brushes with death) he finds him. He collapses by the wise man’s feet and looks up at him with wide eyes.
“Answer me, wise man, for I have sought long and hard. How do I know how much description is too much and how much is too little? Where do I draw the line?”
The wise man, following in the footsteps of all wise men before him, raises a frail hand and slowly strokes his beard. “That’s a good question, my son. Fortunately, I know the answer.
“It’s all about intuition.”
Eli Landes is one of those weird writers who just can't get enough. A marketing writer by day and a fiction writer whenever he can squeeze in the time, he spends his spare time working on his novel, writing short fiction, or daydreaming (I mean, researching). His main genre is Jewish fiction, but he's been known to dabble in the weird, the absurd, and the truly dark.
Eli Landes (the dude whose blog you're reading right now) is a marketing copywriter by day and a fiction writer whenever he can squeeze in the time. He's gotten pretty good at it, and has decided to share his "wisdom." Sigh. I guess they let everyone do this these days.
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