10 Basic Rules of Copy Writing

The 10 Basic Rules of Copy Writing

I help my clients with copy for their websites and marketing materials. I always start by asking them who their ideal client is. I want them to envision an actual consumer or business. I ask them to write as if they are having a conversation with their ideal client. It helps them clarify their message and encourages the sort of authentic communication that everyone values.

I have a book called Phrases That Sell by Edward Werz and Sally Germain (Amazon). I reference it when I have a client looking for new ways to describe their products or services. The book also outlines key elements to copy writing and a few rules of copy writing. Here are a few:

1. Know your audience (what I refer to as your ideal client)
2. Understand your product or service. People buy BENEFITS not features. The more you understand your benefits, the more powerful your message will be.
3. Find your principal selling position (PSP) or unique selling proposition (USP). Do you know how you are different from your competition? What makes you stand out?
4. Write benefit-orientated copy (how it will feel, results). Effective copy is action-provoking, be descriptive.
5. Choose active vs passive words (flowers brighten the room vs the room is brightened by the flowers).
6. Short sentences and short words can add up to big ideas. Don’t say “It exhibits a user-friendly interface.” Instead say, “It’s easy to use.”
7. Use formats that promote like strong headlines, bullet selling points, offers, and numbered lists.
8. Use offers that sell. Can you offer a guarantee? Maybe a 30-day trial? Incentives should be 20% or more to be effective. Consider BOGO (buy one, get one free) or additional products or services with a purchase.
9. Tell your reader what to do. This is so important. Your readers need to know exactly what you want them to do. Call, email, visit, signup, or follow.
10. Tout your name. Every time you create an ad or promotion, you have the opportunity to build recognition for your company by including your business name or brand.

Let me know if you have questions. If you’d like a list of “phrases that sell” specifically for your business, let me know.  I can also help you create a memorable tagline and 30 second introduction too!

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Michelle Aspelin
Professional Implementer
Mindshare Marketing & Implementation Services LLC