[[Copywriting Rules for Political Scripts|We have six core rules of copywriting.]] We talk and teach on them often. Using them in combination gives you a much better chance to make creative assets come through screens and sound like... a human. To say something that catches the audience's attention, makes them think for a moment, and most importantly, makes them believe the assertion is true and valid. Beyond the rules though, one core idea reigns: the most-counter-intuitive, the most instructive for advertising across it's many forms. Try it in your own corner of the world: Pick a paragraph from an email (or a TV script from myriad of mediocre producers, if you're so inclined.) Spot the words that don't immediately add meaning. **Then Delete Them.** Then read the copy again, and notice how much less work your eyes do, while your mind has freedom to process the words.