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.
By the way, Troy writes excellent articles: see http://www.makepeacetotalpackage.com/troy-white/fun-free-and-full-of-potential.html