How to Start Improving your Copywriting

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I bang on regularly about how poorly written some legal articles are. 

Despite this, as lawyers we convince ourselves that we're good writers, which is only a partial truth at best. We might be (although rarely are) good at writing a particular type of legal document. 

But that doesn't mean we're good at copywriting for marketing purposes.

So what's the first thing we can do to start on the road to recovery?