Advertising writer Paul Burke pays tribute to the late Richard Foster, a true master of the copywriting craft who could slip into any style.
The late Richard Foster: a copywriter who could slip into any style
The first line of copy is always the hardest.
Richard Foster told me that.
He also told me this: you’ll know you’ve got your first line of copy if the second one comes to you almost immediately.
Then the third, then the fourth. By which time you should have the reader engaged.
Still with me? Good. Then he was right. Of course he was.
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