Never Hit “Send” Without Self-editing
This week’s mail brought a promotion for would-be copywriters. It’s all about teaching you to write copy that sells, and how to run a successful copywriting business.
The whole thing was “formulatic.” It had the scarcity – only 20 spots, so act now. It attempted to make you want the program by saying “this isn’t for everyone – you have to qualify.” It promised to turn the reader into a money-making copywriter.
There was just one problem. The letter itself was sloppy copy. In the first paragraph, the writer says she’s “rearing to go” to help her readers become successful. Um… I believe that phrase is “raring to go.”
Later on in the letter use uses bullet points, which is a good idea. But the third one doesn’t fit with the first two.
Had the writer spent a few minutes in editing her work, she wouldn’t look so silly. And… she’d probably have a better chance of selling her expertise in telling others how to write good copy.