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Even hard-hitting, short, punchy retail or PSA copy needs rhythm to be effective.
6. Can't Find It Invent It There sometimes doesn't seem to be a word to describe a particular product or product feature. If this is the case, simply invent a pharse to describe it and put it in quotes. For example, in writing a brochure for a resort hotel, a poolside bar or pool would be a bar outside the swimming pool where you go and have a drink. If you were describing a bar where swimmers never had to leave the pool to get the drink you might want to refer to it as a "swim-up-to-bar", or "never-get-dry-bar".

7. Short Copy Sells One of David Ogilvy's many mantras was "Long Copy Sells". That may have been true when he wrote it over 50 years ago in simpler times when there were only 3 TV channels, no Internet and no X Box, but not today. Today people expect fast facts, easy access and a quick solution to their needs. Long copy doesn't sell especially on the Interet.
8. White Space Is Your Friend Ads with a very open layout and a lot of "white space" really make your copy stand out and get read. It's another good reason to write short copy and work closely with your art director to assure a nice "airy" layout that makes it easier for your copy to do its job.
9. Steal From Yourself Very often some of the best advertising ideas and copy ever were those you created and shot down by a client. That doesn't mean they were bad. In fact, it usually means quite the opposite. Keep "shot down" copy on file and look back at it often. You'll find you can very often recycle the idea or the actual copy into a great ad for another client. Over 50% of the ads created at top Madison Avenue agencies were all "recycled".
10. Cross Dress To Overcome Writer's Bloc Copywriters don't have the market cornered on great headlines nor do Art Directors on visual ideas. Very often when writer's bloc strikes, change places and jump into your art director's shoes. And have him or her try on yours. You'll find it really works and it's a lot of fun too. "Creative Cross Dressing" and working as team rather than separately is the key to great advertising.
11. Don't Fall In Love Too Fast Very often, copywriters fall in love with a concept, headline, or phrase that you just can't seem to make work. When this happens, don't labor over it. Leave it and explore other possibilities. Very often by exploring other ideas, you discover what you need to make the one you first loved work.
12. Edit Ruthlessly Top copywriters always

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