Great copywriting advice from a legendary ad man

From a sweet obit in the New York Times, celebrating the life of ad man Robert Levenson, his secret:

“I always started by writing Dear Charlie, like writing to a friend. And then I would say what I had to say, and at the end I would cross out Dear Charlie, and I was all right.”

I don’t care what industry you’re writing for, or what product you’re selling – effective copy is conversational. Read the most important pages on your website aloud – could they follow “Dear Charlie” or “Dear Sally”?

If not, channel Robert Levenson and rewrite them for a dear friend.

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