writing-marketing-copy

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Writing

  1. Address the reader (not just ranking).
  2. Aim to connect, not rank.
  3. Avoid sarcasm and subtlety.
  4. Explain why.
  5. Be direct.
  6. Make it clear.
  7. Proofread.

Concise!

Instead ofUse
So as toTo
On account ofBecause
The reason forSince
Due to the fact thatWhy
In a situation whichWhen
In reference toAbout
Kind of(delete)

Headlines

  1. Be direct–the clearer what the write-up is about, the better!
  2. Avoid fearmongering
  3. Use formulas!
    • product name: The answer to blank
    • number ways that product name does something cool
    • Now you can have blank
    • Don’t compromise on blank
    • What everyone is saying about `blank
    • How to blank
    • You’ll save blank
    • After blank, you’ll never see blank the same way
  4. Note: Headlines ≠ captions

General

  1. Write in active voice.
  2. Proofread.
  3. Look for unecessary words. 1 word > 2 words

Typography

Golden ratio

Specific #important

Online copy

Webpage

Content

See: content-marketing

General

  1. Have a lexicon
  2. Create personas
  3. Keep a library ( source of truth )
  4. Monitor performance


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