One reason I think some people just dread writing is that they think it’s supposed to be big words and long, complex sentences using a semi-colon, like many of us were taught in school. But that’s not good writing, that’s academic writing or consultant-ese. (And we were actually taught a lot of dumb things in school–like never start a sentence with “but.” As writing guru William Zinsser says, “If that’s what you learned, unlearn it–there’s no stronger word at the start.”)

Anyway, unless you’re the press secretary for a politician, the point of writing should be to communicate your point clearly. Short, simple, and compelling is what you should strive for, no matter what you’re writing–but especially in marketing writing. Because if people don’t “get” what you’re selling, they’re never going to buy it.  Seth Godin’s blog has some good tips about this today.

If you want the best book ever on the subject of good writing, Zinsser’s On Writing Well is a classic. This book isn’t about copywriting per se, it’s about good writing period. After all, you have to write well to copywrite well…