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3 Lessons Learned From a Titan of Copywriting

"My observation," says Brian Kurtz, "is that the best copywriters are always ahead of the curve."

And because of their insatiable curiosity and need to research everything at the deepest level before putting pen to paper (or pixel to screen), he says they are in the best position to “heed warnings” of what is happening in the marketplace and what will make people move to action.

In tomorrow's post, Kurtz will share three insights he's gleaned from working alongside one of the masters of copywriting at Boardroom Inc ... 

Stay tuned to learn the three insights ... and the identity of the master copywriter. 

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I'm curious... why are we continuing the conversation on google+? Anyone know what the advantage might be?
great article, it took some time for me to get here on ol lovable Google+ but I'm here and that's what matters! Anyway, two most important things I learned about copy is (like you said) tell stories, and the second is don't speak exhaustively on a subject.  Leave it open enough for others to add in their own thoughts and contributions :) Thanks!
I personally prefer to share early drafts to confirm that I am along the right lines. Being able to get a client steer early on ensures that the final product meets (and often exceeds) expectations. By the time you end up at your eighth iteration there is a danger that you have taken the work in a direction that was not required and may need significant re-work. 
These 3 lessons are very true. I like research, but I also like to get down to the bottom line as close as possible, because whatever I'm writing about (blog, post, educating people on issues) I would never want to sell anything to anyone without having researched deeply about the offer, the problem and solution and benefits. Being able to take what you know about and translating them into something that is digestible and learnable, yet persuasive (for good cause). Writing great copy takes a lot of effort, but if you could pull if off you could build trust with your tribe and still great financial results.
The social media/platform thing really struck me a lot. I used to struggle a lot with finding the perfect platform when it could just be something that you're comfortable using. Just make sure you're actually connecting with real people, because that's what social media is. 
Or you could use old-school direct mail :P
One thing I do (and advise others to do) is beware of falling in love with clever phrases, metaphors and concepts. Generally the thing you love the most is what you need to leave on the cutting room floor; it's usually something that detracts from the main message. 
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