The biggest mistake I see entrepreneurs make when trying to write copy is they think they have to sound important. It’s like they put on a Napoleon hat that says "Doing Official Business." No, no, no. That’s not it at all. You want to write like you talk to your best friends.

There’s an art to writing like you talk. It’s still crafted writing. Look at Hemingway. The trick is writing like you talk and then editing like crazy. The best book on the subject is "On Writing Well" by William Zinsser. (This book changed my life. In college I spent weeks laboring over a simple essay. After I read this book I can now write pages and pages with ease and grace.)

As you get good at this technique you’ll look forward to writing that next article or email. And your readers will appreciate it because your writing is suddenly interesting. This all translates to a more loyal following and more sales for you.

Good luck and have fun with your writing. Make it your own. Make it another form of self-expression and you’ll be free from ever having to pay ridiculous amounts to a copywriter.

copyright 2008, James Roche

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