Page 120 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

SPIT POLISHED

Everything Barton wrote was polished to
perfection. He knew you had to “sharpen the
knife” of persuasion by rewriting, testing, getting feed-
back, and being flexible.
During the 1930s, when Barton’s name was a house-
hold word and businesspeople were lining up at the
door of BBDO to have the famous writer do their ads,
Barton was wise enough to get help. He wrote many
ads himself. Many others were done by the other “Bruce
Bartons” hired to do the work. Yet the real Barton
always supervised and revised every word until the ad
was honed to perfection.
Why?
Because Barton knew that your best work comes after
you’ve revised it. The great literary stylist E. B. White
said there was no great writing, only great rewriting.
Barton once wrote that most writers start writing
something before they start saying something. Editing
is your opportunity to be sure what you’ve created is
irresistible.
In 1920 Barton said Horace Greeley, the legendary
newspaperman, used to say that “the way to write a
good editorial was to write it to the best of your ability,
then cut it in two in the middle and print the last half.”

89