Copywriters Podcast

We’re back with another show in the Old Masters series today. First I need to tell you about something you probably never knew about before: The RCA principle. I end up telling even some of my advanced mentoring clients about the RCA principle, which I learned about from Joe Karbo in his book “The Lazy Man’s Way To Riches.” The RCA principle is a copywriting concept that goes like this: “Build the best radio you can, and take as many parts out of it as you can until it stops working.” In copywriting terms, that means: Write the best (whatever) you can, and then whittle it down to the smallest number of words, possible. So that’s the RCA principle. Sounds simple enough, right? All you have to do is write big and then edit it down to as tight as possible. The problem is, most people I talk to about this have NO IDEA how to do this. Fair enough. I didn’t learn this in school myself. Even on the college newspaper. Even in my private tutorial with the department chairman who used to write for Time magazine. So, to