Most of all just write a lot. Read well-written copy, whether it is elaborate prose, wartime speeches, or clean and fresh ad copy. Analyse it. Emulate it. Wri

Most of all just write a lot. Read well-written copy, whether it is elaborate prose, wartime speeches, or clean and fresh ad copy. Analyse it. Emulate it. Write first, then edit. Don't do both at the same time. Read your old stuff and find flaws in it. Shorten text. Shorter is almost always better.