10 Copywriting Tips From Mark Twain

Mark Twain wasn't a copywriter. In fact, if he'd realize I was using some of his wisdom to promote copywriting, he'd probably use some of his colorful eloquence to discribe his scorn and distate of it. But his literally wisdom can be easily adapted to the world of copywriting and content writing, so here are 10 copywriting tips from Mark Twain.

[Fun andecote about Mark Twain: His real name, as most probably know, was Samuel Clemens, and Mark Twain is a nautical term.]

"A successful book is not made of what is in it, but what is left out of it."

And what's good for a bood, is also good for copywriting or content writing. As writers, we like to think that what comes out from under our fingertips, immediately is gold. But, like with fiction, or nonfiction, that's hardly the case. And although in many cases, especially in copywriting, an original idea can end up being published,

"To get the right word in the right place is a rare achievement. To condense the diffused light of a page of thought into the luminous flash of a single sentence, is worthy to rank as a prize composition just by itself. Anybody can have ideas - the difficulty is to express them without squandering a quire of paper on a idea thought ought to be reduced to one glittering paragraph."

A copyriter (or content writer, for that matter) needs time to digest the material, process it, and create concepts that will connect the creative ideas with the requirements. One of the hard lessons in life is 'there are no shortcuts' - and what's true in life, is certainly true in the creative process.

"Write what you know."

And don't write what you don't know. Don't make up facts (someone will find out), don't make up quotes (somebody will find out), and don't make assumptions. Too many times people "manipulate the truth" (aka clickbait)

"Don't say the old lady screamed. Bring her on and let her scream."

Show, don't tell. A call to action shouldn't feel like a call to action, like: Click here to buy! or download now. How about Grab your 25% coupon now! Or

"I notice that you use plain, simple language, short words and brief sentences. That is the way to write English - it is the modern way and the best way."

Although he lived nearly 200 years ago, this statement remains true today as it was today, no matter what any language "revisionist" try to sell. If content is king, then brevity is its senior advisor.

"It takes a heap of sense to write good nonsense."

And that's why we creative writers/copywriters/content writers are paid the big bucks...but seriously, as mentioned above, it's easy to write nonsense. What's not easy to write nonsense that makes...sense. And, as said above, what's true for fiction is good for advertising as well.

"I didn't have time to write a short letter, so I wrote a long letter."

Ironically, sometimes it's easier to write longer content than shorter - especially when there's more information to impart. In that case, consider the best options: An email? Newsletter? Blog? You don't want to edit out valueable info just because the channel doesn't fit the content.

"The difference between the right word and the almost right word is like the difference between lightning and a lightning bug."

Hence brainstorming and A/B testing...

"Substitute 'damn' every time you're incined to write 'very.' Your editor will delete it, and the writing will be just as it should be."

Damn, how didn't I come up with that...?

"Humor is mankind's greatest blessing."

There is so much content, marketers and content people, copywriters included, are always on that quest to stand out. And you can do it in one of 2 ways: Shocking, or humor. The shocking will wear off eventually, but the humor will last longer - and be more sharable [just take a look at some of the last Super Bowl's commercials].

Looking for a creative copywriter or writer? Drop me a line and let's chat!