Golden Rules of Copywriting
Who are you talking to?
- Define target audience
- Keep persona in mind
Identify key benefits/features
- Focus on real advantages (benefits)
- Lower costs, increased productivity, fewer defects, etc.
Focus your information
- What is important to my reader?
- What is going to convince them?
Leave out unimportant details
- Avoid information overload!
- Remove unnecessary words
Use headlines to grab the reader’s attention (surprise!)
- 5 words or less
- Apply alliteration as a tool
Reduce sentence length to max. 20 words
- 12-15 words is ideal
- Use emotional (feeling) words instead of logical (brainy) expressions
Use a bullet list for facts & figures
- Numbers, dates, sizes
- Performance info, technical specs
Keep it short and simple (KISS)
- Avoid fill words
Use everyday language
- Tell an interesting story