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Pharrell's Tiffany pearls
And can strong writers be bad copywriters?
An endorphin hit of info from Jon Kallus
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Can you be a strong writer and bad copywriter at the same time?
Or vice versa?
YES.
People can be strong writers (ie., their words are grammatically correct, efficiently used, and maybe even fun to read) without necessarily being good copywriters.
And people can be exceptional copywriters without knowing grammar or even how to spell
Strong writers make reading more efficient and enjoyable.
Strong copywriters use words to make people to do things.
Another way of looking at it: copywriting is less about stringing sentences together, and more about persuading readers to do something, which involves two or three layers of thinking, mostly around human nature, desire, problems, and pain points.
You know great writing when you want to read more.
You know great copywriting when you suddenly want to do more.
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