Week 6 - On Editing
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What we're doing:
It has a name:
Copywriting*
*literally a completely different thing from Copyright. So confusing.
The meta-comedy.
Try googling "copywriting"
LOOK AT HOW MUCH MONEY YOU CAN MAKE DOING IT!!!!
Via Negativa
The art of UNlearning
You are not writing ABOUT the thing:
You are writing the thing (though fictional)
Background
Who is the audience?
How or why are they reading what you're writing?
Are they "captive?"
Why should they care?
Why should they care?
Refining your "product" —
I'd like you to pretend as if:
YOU think is good, but
OTHERS haven't realized it, yet.
Note, like a lot of things, this is easier if true
OTHERS haven't realized it, yet.
What do you want this piece TO DO?
Excite? Amaze? Astound?
Thirstify (is that a word?)
Confuse? Dazzle?
What do you want it NOT to do?
Bore? Annoy? PATRONIZE?
Be ignored?
2nd order copy style
Your audience has not grown up under a rock.
They have already seen a million (perhaps *literally*) ads
"Look, we get it"
Try this today.
- Google "Look, We Get it" + something having to do with your product + give me the link
- Draft a "Look, We Get it" statement/portion
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