Introduction - The Power of Elegance
Lesson 16 from: From Structure to Style: Master Your CopywritingShani Raja
Introduction - The Power of Elegance
Lesson 16 from: From Structure to Style: Master Your CopywritingShani Raja
Lesson Info
16. Introduction - The Power of Elegance
Lessons
Chapter 1: Copywriting Fundamentals
1Class Introduction - Overview of the Course Content
03:50 2The Five Aspirations of a Superior Copywriter
05:28 3The Importance of Defining Your Intention & Audience
06:02 4The “Secret Sauce” of Good Copywriting
04:29 5Quiz - Chapter 1
Chapter 2: Simplicity
6Introduction - The Power of Simplicity
02:06Tight Writing - How to Make Your Writing Snappy
05:43 8Tell it Straight - How to Write Plainly & Straightforwardly
03:36 9Don’t Overcomplicate - How to Avoid Unnecessary Complexity
04:59 10Quiz - Chapter 2
Chapter 3: Clarity
11Introduction - The Power of Clarity
01:33 12Nailing Down Your Ideas - How to Fix Fuzzy Ideas In Your Copy
04:07 13Place Words With Care - How to Avoid Misplacing Words
03:49 14Be Specific - How to Avoid Ambiguity, Jargon & Abstract Writing
09:09 15Quiz - Chapter 3
Chapter 4: Elegance
16Introduction - The Power of Elegance
01:57 17Present Elegantly - How to Make Your Writing Look Good
04:10 18Narrative Flow - How to Structure Your Copy Beautifully
04:09 19Musical Writing - How to Give Your Writing Rhythm
05:31 20Quiz - Chapter 4
Chapter 5: Evocativeness
21Introduction - The Power of Evocativeness
02:28 22Add Variety - How to Reduce Monotony in Your Writing
03:10 23Be Bold - How to Steer Clear of Weak Words
03:34 24Create Pictures - How to Make Your Writing Jump Out
06:23 25Quiz - Chapter 5
Chapter 6: Editing With Style
26Introduction - Get Ready to Edit
01:31 27The Quick-Smart Editing System
16:11 28Quiz - Chapter 6
Chapter 7: The Road Ahead: What’s Next?
29How to Nurture Your New Skills
03:06Final Quiz
30Final Quiz
Lesson Info
Introduction - The Power of Elegance
the power of simplicity we saw is that it makes your writing light and fast instead of slow and heavy. And in the previous chapter I introduced you to the power of clarity. The quality that makes your writing crisp sharp and focused. The power of elegance. The subject of this chapter is that it makes your writing orderly and graceful. I'm going to show you in this chapter how to apply this ingredient of elegance to your writing in order to make it flow better. By the end you'll be able to give your writing much more gracefulness, which in turn will make for a more joyful reading experience. Now just imagine what can happen when simplicity and clarity meet elegance, there are enough to create enormous power in your writing because when these three ingredients come together, the results get to be really magical and really musical. You see simplicity and clarity can help make your ideas succinct and bright but elegance is that almost mystical quality that can make a person go, wow, that w...
as just beautiful to read. Now that beauty comes from three things. The way the writing is arranged, the way the writing moves and the way the writing is presented. And thus, with this ingredient of elegance, we're getting deep into the artistic realm of writing. It's about viewing your writing, not just as a piece of text anymore, but as a composition, almost like a piece of music where every note, every pause, every accent and even every syllable is gracefully aligned to create something that flows along beautifully. I'm going to start this chapter by looking at the presentational aspect of elegance and aspect. Unfortunately, that is too often overlooked.