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“Here's one of the best ways to write a copy that I know:
write it while you sleep.
Here's how it works.
Assemble all the research you have for a particular project.
Read through everything. Underline. Take notes. Then don't
do anything. Just let it simmer for a few days.
I like to wait a day or two. Then, right before I go to sleep, I
begin to focus on the copy I want to write. When I wake up,
I begin to write and find that the copy I am writing is quite good.
I let everything come out. No editing. I just "catch" all the copy as
quickly as I can.
Often, I write an entire letter in this fashion. Sometimes, it is the
lead or the close.
By "writing while you sleep," you'll find that you can write really
great copy in much less time
Did you know Thomas Edison was famous for creating inventions
and solving problems while he slept? He worked the craziest hours,
all times of day and night. Whenever he ran into a problem, he
would take a nap. When he awoke, he nearly always had the
answer. Next time you have some copy to write, give this technique
a try. I think you'll be pleasantly surprised.
And now, here is the practical application I promised you: Take a stack
of paper and write. Write everything that goes through your mind for three
consecutive days with neither hesitation nor hypocrisy. Write down what
you think of yourself, what you think of your wife, what you think of the
war with the Turks, what you think of Goethe, of Fonk’s trial, of the Last
Judgment, of your superiors. At the end of the three days you will scarce be
able to believe what new, unheard-of thoughts have come to you. And that,
my friends, is how to become an original writer in just three days!