There, my friend, lies the rub. Because much of the 'advice' we read on writing copy for print advertising, or for the web, is often little more than a few Copywriting basics wrapped in a bundle of 'fluff'.

And some of it appears to be taken straight from 'the book'. You know the one I mean. It's called "Learn how to be an expert entrepreneur, advertising guru, and multi-millionaire in less than 30 minutes". Written by A.N.Onymous and priced at 25 cents. Protect the rain forests, that's what I say.

Sure you must start with a powerful headline. Of course it should be followed by a compelling sub-heading. And yes your first paragraph has to be intriguing enough to lead the reader into the body of the ad.

But if it were that easy why isn't everyone writing brilliant ads and sales letters? And why are there still millions of Websites out there that insist on attacking our senses with blinding color schemes, migraine-inducing animated GIFs, and limp apologetic copy?

And then of course there's those grossly over-hyped ezine ads ... No we won't go into that.

You really need to know HOW to write that powerful headline, WHAT to say in your compelling subheading, and WHICH words to use in the all important first paragraph.

And what about those other well worn gems like "keep your copy lean and mean", or "write as if you were talking to a friend" (are you respected as a good conversationalist?) And the best one must be "keep your reader entertained". BUT HOW? HOW?

The reality of course is that writing really good copy - lean, motivating, sales-generating copy - cannot be learned in a few minutes. Because learning the 'rules' is the easy bit. Putting them into practice is a whole different ball game!

After all, learning the basics of HTML doesn't mean you can design a great web page in minutes. OK you HTML geeks so this site needs a lot of work! But as my headline implies - do I need a cool site?

What do you mean, you feel depressed? Of course there's some good news - lots of it. But only if you are honest enough to accept that you may need some serious help. I mean help with your Advertising, Web pages, Sales letters, or E-mail (you do realize that the humble email message can be a potent advertising tool don't you? - no I don't mean SPAM!)

Now I'm sure you've noticed that I've just broken one of the fundamental rules of professional Copywriting. I'm supposed to motivate and excite you, not drive you to the Back Button. But I can tell you that you can learn to write really effective sales copy - with the right help and guidance. So I shall make every effort to give as much as you need.

And as long as you don't expect to become an 'expert' overnight you can be writing;

• Improved copy in an hour.
• Good copy in a few hours.
• Really good copy in a few days. And
• Excellent, sales generating, powerful copy, in a matter of weeks.

All it takes is a willingness to learn and practice, practice, and more practice. You'll be absolutely amazed (heard that over-hyped phrase before?) at what you will achieve in such a short time. And your results will be measurable! In no time at all you will see a dramatically improved response from your Web site, and enjoy a considerable increase in your off-line marketing profits!

Prepared to make the effort? OK hands off the safety rail and let's do it!

First of all we need to know the basic rules  

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