Read Me Writing, 3 (and Selfie Sensation)

Lesson 2: Doing the basics brilliantly

No one sits down at a computer or with a notebook and magically create clear, compelling copy. It might look like that’s what they’re doing, but that’s only because they’ve internalized the approach we’re about to describe. No, going from nothing to something is a four-stage process during which you research, plan, write, and review.

I already follow that plan, but getting back to basics was my goal for running through the lessons of Read Me. 10 Lessons for Writing Great Copy.

Workout

Plenty of real-world copywriting isn’t writing at all, it’s editing and reworking existing text. …redraft the following chunk of copy–taken from a fictional airline print ad …. Feel free to add and subtract details as you see fit. The aim is to build your confidence working with existing text, not scrupulously stick to the source material.

With great service, great food and great in-flight entertainment, we’ve made flying to the Far East more enjoyable than you thought possible.

   There’s no reason why a long flight should be short on luxury. That’s why our seat are the comfiest in their class, with a massive 35in of space between rows so you’ll arrive at your destination relaxed and ready to enjoy your stay.

 The soothing atmosphere isn’t just down to the seating–fabulous food and fine wines play their part, with menus designed by Andrew Walker, owner of Shanghai’s fabulous Starpool restaurant. 

   Then there’s our award-winning “100% Entertainment” system, featuring 10 movie channels, 12 TV channels (including Nickelodeon), 20 computer games, and 15 music stations with everything from classical to club hits. Your channel controller even doubles as a phone so you can let your friends know you’re having the time of your life. 

   However you look at it, flying with us is a truly elevating experience. 

We’ve taken luxury to a higher altitude. Great service, great food, and great in-flight entertainment come together to make flying to the Far East a truly elevating experience.

Relax in our spacious seats with a massive 35in of space between rows. Stretch out and arrive at your destination relaxed and ready to enjoy your stay.

The atmosphere is complimented with fabulous food and fine wines from menus designed by Andrew Walker, owner of Shanghai’s Starpool restaurant. Then there’s our award-winning “100% Entertainment” system, featuring 10 movie channels, 12 TV channels, 20 computer games, and 15 music stations. Your channel controller even doubles as a phone so you can let your friends know you’re having the time of your life.

Join us for a flight experience you never imagined possible.

*****

Any thoughts? How would you edit that passage?

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