Copywriting and the Three Stages of Editing

copywriting and editing courses

Let’s begin by scrapping the misconception that “editing” and “proofreading” are one and the same. There are three stages to the editing process and they are, in order of procedure, as follows:

1] Structural Editing (the big picture edit as performed by a Structural Editor)

2] Copy Editing (the line by line edit as performed by a Copy Editor)

3] Proofreading (picking up any errors missed by the first two edits as performed by a Proofreader)

The Last 3 Reasons You’re Not Great at Copywriting: Part III​

online copywriting course insights

Like any good communication, properly practiced copywriting employs focus, intention and empathy — three essentials easily overlooked when the mind is wishy-washy and the heart is half-half. The next three pointers are the difference between the forgettable and the memorable.

Take Your Copywriting for a Walk

Copywriting and walking

It takes about twenty minutes of walking for the miracle to happen.

And it always happens.

About twenty minutes in (approximately 3,556 steps), the monkey-chatter of my brainwaves (Beta frequencies of 14 – 30 Hz) settle down. Now I am in the Alpha/Theta frequencies of 5 – 10 Hz. There are long enough spaces between my thoughts for light to come through — intuition, insight, clarity.

Tone is Attitude; Attitude is Tone.

The clearer your attitude, the better your writing. Whatever your view/feeling, it’s going to come through your writing and colour your words in a particular shade of tonality.

Copywriting, Ideas Making and the Act of Seeing.

Copywriting Course on the Act of Seeing

Whenever you’re looking for an idea, what you’re actually doing is trying to see the invisible. When you see it, you proceed to express it in art and copy. You are making the invisible visible.

How to Write a Hi-Fi Communication Brief: Identifying the Key Proposition.

Copywriting & Key Proposition

A well prepared Communication Brief pin-points the What to Say so any copywriter can confidently proceed to ideas making. The key proposition needs to be said plain and straight. Do not be tempted by cleverness; we’re not writing the headline yet.  That What To Say has to be clear, concise and insightful — like the 10-second elevator pitch, it encapsulates and captivates.