Couple administrative things before we get into it:

1.  Last week, I posted a pretty cool interview I recently gave, and since it was a holiday weekend, I thought I’d post it again in case you didn’t get a chance to check it out.

If you have any questions or comments, I’ll respond to them right here on my blog where the interview is posted.

2.  I’m headed out to California later on this week to speak at a trade show.  Hopefully, the weather will be good and I can get some cool photos to post.

Now let’s talk business:

Last week, I finished up a somewhat lengthy sales letter I’d been working on.

One thing that still amazes me — even though I’ve been doing this for nearly 13 years now, and even though I’m sure I’ve written no less than 1,000 ads and sales letters (e-mails excluded)… is how radically different your first draft and your final draft, often turn out.

Which leads me to the topic for today:

Most people don’t think about this when they’re writing sales messages — that your final product and your first draft can be radically different.

They are very preoccupied with simply “getting it over.”  Which is impossible.

Writing is like recording a CD in the studio – it’s a process you go through, that gets refined over time.  And this process allows you to come out with a finished product you can bank on.

So don’t worry about getting it right on the first go-round.  Just worry about getting it all out and down on paper or on your computer screen.

Getting it “right” is an entire separate process, called “editing.”

And as anyone who writes a lot will tell you, writing and editing are two mutually exclusive processes that really don’t have anything to do with one another.

Sales copy is like your body, in the sense that you can radically change how it looks over time — depending on how much work you’re willing to do.

The beginning… is only the beginning.  And where you start has nothing to do with where you finish.

Unless you choose for this to happen.

Now go sell something, Craig Garber

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