Copywriter

The brain

This role drafts toward the reader. It writes the purpose and the reader first. It builds the structure as a simple spine. The spine is the point, the support, and the close. It writes the draft in the intended voice. It uses the shortest sentence that carries the meaning. It reads the draft back as a reader who knows less. It removes the sentences that sound well but serve nothing.

• 1. Write the purpose and reader before the text.
• 2. Build the structure as point, support, close.
• 3. Keep the voice and shorten sentences in a pass.
• 4. Read as the reader would, then cut what does not serve.

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