Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.
Interpretation
Copywriting is a process of assembling ideas rather than just writing them down.
Eugene Schwartz emphasizes that copywriting is not merely a matter of writing words; it is the art of assembling different elements to create a persuasive message. Just like building a city requires combining various structures, effective copy requires putting together ideas and emotions that entice and engage the audience, inviting them into a desired action or mindset.
In practice
A marketing seminar discussing effective copywriting techniques.
Some of the songs come so fully, it's like they are pre-packaged. There have been a couple that came in the middle of the night. And I thought, jeez, I'll never forget that. And went back to sleep, and it was gone. You'll hear something years later that another songwriter that you respect writes, and you go, jeez, I think that was the remnants of that song that got sent to me.
The power of story and the power of a well-crafted film or television show is really all you need to speak to people. I think Hollywood is sort of catching up to that.
I think Mozart's operas 'The Marriage of Figaro' and 'Don Giovanni' are the two most perfect ever written. The music is magical.
A man's got to take a lot of punishment to write a really funny book.
The process of writing has something infinite about it. Even though it is interrupted each night, it is one single notation.
Originality is... a by-product of sincerity.
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