I'd just written an email for Your Life Your Style customers. I went to the loo and when I got back, someone had inadvertently logged into the website administration and my email was lost. I wrote it once more and clicked to send a test email. The website software froze and again I lost it.
Strangely I was not dishearetned or frustrated by this. Because you should re-write and re-write and re-write again. And ideally you should not refer to what you already wrote.
When you've gone through the process of writing copy a few times, the ideas are firmly lodged in your brain, so you don't have to think about what you're saying. You become one with the copy, grasshopper.
What comes out of your head when you re-write on a blank screen is sharper, leaner and more natural.
No comments:
Post a Comment