MARK HILL - writer guy
A lot of people think that writing is about being clever and making pretty sentences.
There is certainly a place for that. Sometimes you just need to come up with a snappy headline.
But long copywriting is different.
The key to long copy is to be able to figure out what the story is. To ask questions. To listen intelligently. To never be afraid or too proud to say "I'm sorry, I don't understand. Would you explain it again."
If you can bring yourself to admit that you're not the cleverest guy in the world, if you can bring yourself to stop trying to impress people with how much you know, people will talk to you and you will uncover the real story.
And, once you've uncovered the real story, the writing comes easy and reads well.