I suppose if I had to pick a favorite rule, I would paraphrase a man with a particular genius for scattering the alphabet on the page, W Somerset Maugham: there are three rules for copywriting. Unfortunately, no one knows what they are.
Excerpt from: Copywriting Is…: 30-or-so Thoughts on Thinking like a Copywriter by Andrew Boulton
Likewise, Roddy Doyle’s quip about keeping your thesaurus in a shed or behind the fridge – ‘somewhere that demands travel or effort’ – is a handsome piece of copywriting advice. Doyle’s belief that the word you think of first is most often the best is reinforced by the kind of anxious copy that reads as if every word has been ground through the synonym sausage machine.
Excerpt from: Copywriting Is…: 30-or-so Thoughts on Thinking like a Copywriter by Andrew Boulton
