In this talk, Jim Clair reveals the most common mistakes copywriters make when reading, how to engage with the author and have a conversation with the book you're reading, and shares several examples of good writing from "real" books …
In this talk, Jim Clair reveals the most common mistakes copywriters make when reading, how to engage with the author and have a conversation with the book you're reading, and shares several examples of good writing from "real" books you can use to improve your copywriting.
💡 HIGHLIGHTS
00:00 Jim's intro and background as a copywriter
07:11 3 common mistakes copywriters make when reading
28:33 A passage from Alienated America that shows you how to address assumptions held by your audience and write bridging statements that lead the reader through your sales argument
33:08 A passage from Murray that shows you how to overcome your reader's objections by using analogies that make sense
36:32 Two examples from Jack Carr on how to write action-packed copy and explain technical details without boring the reader
39:14 An amusing passage from Bartleby, the Scrivener that shows you how to evoke curiosity and build tension in the reader, then pay it off or subvert their expectations
43:35 Jim recommends a few books to help you get started down this path of active reading
🧔♂️ ABOUT JIM CLAIR
Jim Clair is a retired direct response copywriter and the founder of The Good Word community. Jim cut his teeth in the hardcore world of internet marketing writing for direct response companies like The Tao of Badass, Venus Factor, Yoga Burn and many others. But he became disillusioned with the products he was selling and the type of copy he needed to write to promote them. So he quit. His experiences led him to creating The Good Word membership, where he reads great books and shares their wisdom, and also teaches people how to write copy in an ethical, non-sleazy way.
✊ ABOUT MINORITY COPYWRITER SUMMIT
Minority Copywriter Summit is an annual symposium for the most marginalized minority in the marketing and advertising world: the straight, white, religious, conservative, biological male. Our chief aim is to hold space for male copywriters of lighter colour. We will center th..
