Copywriting is NOT an art.
Sorry, let me rephrase: Effective copywriting is not an art.
It’s a science, first and foremost.
As John Caples teaches in Tested Advertising Methods(only $9.64!), copywriting should be approached the same way an engineer approaches the building of a bridge.
The same way a surgeon approaches triple bypass surgery.
The same way Heisenberg/Mr. White approaches his pure blue meth.
Once you know what to do, do it.
