A person who enjoys torture tries to write perfect copy right out of the gate. Don’t do it.
You see, the best copywriting is compact. And you can’t make something compact by getting it perfect out of the gate. You’ve got to squeeze it. Which means you’ve got to bulk up, then trim down.
When a professional copywriter writes an 18-page sales letter, she first writes 30 pages. She doesn’t write page 1… page 2… and then at page 18 shout, “Finished!”
No. She bulks up her writing, then trims it down.
It’s the same thing with a bodybuilder. He’ll pack on the muscle and bulk up. Then, leading up to the competition, he’ll trim fat to let those traffic-stopping abs shine through.
Bulk up, trim down.
Not only does this approach make your copy more compact — always a good thing with your writing. It also saves you the torture of attempting to nail your piece in one sitting. Instead, write a bunch of junk, then compress so only the best remains.
Bulk up, trim down.
