Copywriting Bugaboo

One of the most common copywriting techniques is to say, "I'll tell you more about XYZ in a moment, but first let me explain ABC …"

Most copywriters will tell you this is a good thing to do because it creates anticipation and builds interest. What it actually does – and I'm getting this right from God, so don't question me – is signal the reader: "What follows is boring/dull/just here to take up space."

You will see this technique employed at least once in almost every direct-mail package – and it is never needed. So the next time you see it in your copy (we're talking manuscript stage here), simply cross it out. If you've written the next paragraph properly, it won't be missed.

The benefit will be a faster pace without interruptions. In other words, you won't risk losing your reader.

The above "COPYWRITING BUGABOO" was an article in Michael Masterson's Early to Rise.

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Published: August 26, 2002

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