I just came across a quote that I haven’t seen or heard in a while. It was said by the late copywriter, Gene Schwartz, who is remembered and regarded very highly in the writing community:

“You want the person to look through the copy like they’re looking through the glass in a showcase.”

I wanted to share this with you because I believe quotes like this one keep me on target. They remind me of how effective marketing copy should be written.

When writing for an ad, press release, brochure or even a website; we are not writing to sell our copy, we are writing to sell a product or service. We want our readers to see through the copy, as they would a showcase window, and envision the product or service working for them.

The best way to achieve this is by keeping copy simple and to the point.

Labels: ad copy, copywriting, creative writing, marketing, potential customers