Would you spend an entire week on your opening for an ad or other marketing or sales piece?
According to Brian Clark of copyblogger, it was a normal practice for Eugene Schwartz, a copywriting legend and author of Breakthrough Advertising.
“Master copywriter Eugene Schwartz often spent an entire week on the first 50 words of a sales piece,” writes Clark, “the headline and the opening paragraph.”
I know it might sound crazy. And I admit I’m not able to devote that amount of time to my current projects. Workload and deadlines don’t allow it. But I do remember spending long hours writing headline after headline after headline when I worked on high-visibility advertising campaigns while on staff at a B2B agency. I might spend several days refining a concept, searching for the perfect headline, and writing body copy for a new campaign.
No matter the communications project and time constraints, it’s a good reminder to concentrate your effort on those first 50 words. Because if you lose the audience at the outset, it doesn’t matter what comes after, or how much polish you applied to the rest of the piece. They’re already gone.