01 Sep Mastering the Craft: Insights from ‘Very Good Copy’ on Writing that Captivates
Review of Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter by Eddie Shleyner
As a writer and avid reader, I often find myself in search of inspiration that strikes a balance between creativity and practical advice. So, when I stumbled upon Eddie Shleyner’s Very Good Copy, I felt an inexplicable pull. Known for his insightful newsletter that distills the essence of copywriting into digestible nuggets, Shleyner’s promise of 207 micro-lessons on thinking and writing resonated deeply with my quest for improvement in the craft of words.
From the very first page, the book invites you into a world where profound insights meet the simplicity of everyday writing tasks. Shleyner divides his work into two main sections: "Thinking Like a Copywriter" and "Writing Like a Copywriter." The first half, with its 110 lessons on mindset, challenged me to reframe how I approach creativity and storytelling. I found myself reflecting on my own biases toward failure, innovation, and research, seeking to cultivate a mindset that embraces the messy yet beautiful process of creation.
The second half was a treasure trove of tangible techniques—97 lessons on the craft of writing itself. Here, Shleyner excels at breaking down complex concepts into manageable chunks. His advice is both practical and thought-provoking, urging you to write clearly, vividly, and with a pulse of emotion. One lesson that particularly struck me was the idea that “Good writing isn’t about clarity; it’s about emotion.” This isn’t just a lesson; it’s a mantra that I now carry into my everyday writing.
Shleyner’s writing style is refreshingly approachable, marked by a conversational tone that makes the lessons feel like an enriching dialogue rather than a formal lecture. It’s as if he’s sitting across from you with a warm cup of coffee, sharing his hard-won wisdom. I was particularly enamored by his use of anecdotes and real-world examples, which brought the lessons to life and made them relatable. His humor infused into the text kept me chuckling while learning essential lessons—a rarity, but a delightful gift.
Beyond the lessons, the testimonials sprinkled throughout the book—ranging from industry heavyweights like Ann Handley to Drayton Bird—lend an air of credibility that reinforces Shleyner’s expertise. Their words echo the sentiment that Very Good Copy serves as a crash course in copywriting that anyone can benefit from.
In reading this book, I didn’t just learn how to think and write like a copywriter; I discovered a deeper appreciation for the craft itself. Whether you’re a seasoned marketer, a budding writer, or someone simply looking to boost your communication skills, I wholeheartedly believe that Very Good Copy has something to offer.
Shleyner has curated a guide that not only provides the technical foundations of good writing but also instills a broader understanding of the influential power of words. Very Good Copy is not just for copywriters; it’s for anyone who understands that in a cluttered world, clear and captivating communication is essential.
Ultimately, this reading experience has left me both motivated and inspired, eager to apply these lessons in my writing journey. If you’re ready to enhance your writing skills and shift your mindset, I encourage you to dive into Eddie Shleyner’s Very Good Copy. You may find yourself, like I did, learning not just to craft better sentences, but to share more authentic stories.
You can find Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter here >>
