![]() Simple translation: cut the waffle, get to the point, and stick to the essentials. The dignity of movement of an iceberg is due to only one-eighth of it being above water.” – Ernest Hemingway. “ If a writer of prose knows enough of what he is writing about he may omit things that he knows and the reader, if the writer is writing truly enough, will have a feeling of those things as strongly as though the writer had stated them. It was only eight lines long, but it taught me more about great copy than all my years at school. What helped? Apart from months of cutting, editing, and sheer hard work – I stumbled across Hemingway’s Iceberg Theory. I had to unlearn 17 years of what I thought writing was all about. What sold was short & succinct copy that got to the point. The end result? Copy that sounded like something out of a poetry book. All sugarcoated in pretty-sounding language. So, I approached copywriting with this same mindset. Teachers praised me on my six-page Shakespeare dissertations. ![]() My whole life, I had been oohed and aahed over every time I wrote a long story. I realised pretty quickly that I wasn’t exactly armed with the tools to write good marketing copy. I was one of those kids at school who never had a problem meeting the word count.Īnd then my first copywriting project came in. The year is 2019 and I’m just about to embark on my copywriting journey. Good marketing copy is just the tip of the iceberg ![]() Write sizzling hot marketing copy with Hemingway’s iceberg theoryīy Carolyn McMurray, SOCIATE’s Junior Copywriter & Blogstar
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