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Monday, 21 June 2010

How to edit - and the secret of charm: for Troy White. Troy who?

You may not know who Troy is - so I will tell you. He is one of the best copywriters around. He interviewed me recently and asked me how I manage to write "charming" copy.

I was at a complete loss for an answer. But it came to me yesterday - and this is for you, Troy - and anyone else who's interested. You should be, because most copy has no character whatsoever.

Ask yourself: do you buy from aggressive bores - or corporate drones who've had a charisma by-pass operation?

The first part of the clip is about editing - which is equally important.

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