WRITING GOOD COPYHOW TO BE INTERESTING AND GET BUSINESS

GOOD WRITING• Clarity

• Feeling

• Direct

• Consistent viewpoint

• Active voice

• Good organization

• Maintain the basics• Good grammar• Correct spelling• Punctuation

GOOD COPY• Concise

• Action oriented

• Tells a story

• Easy to understand

• Targeted

• Instills inspiration or action

• Interesting

• Precise

• Benefits oriented

TYPES OF COPY• Plain

• Storytelling

• Conversational

• Persuasive/Imagine

• Long copy

• Killer poet copy/story sell

• CEO copy

• Frank and earnest

• Superlative

• Rejection copy

Source: http://www.copyblogger.com/good-copywriting/

PLAIN• Informative

• Just the facts

• No sizzle

• No conversation

• No claims

STORYTELLING• Opening

• Conflict

• Dialogue

• Solution

CONVERSATIONAL• Talk directly to

the reader

• Informal

• Feeling

IMAGINE COPY• “Imagine…”

• “Pretend for a moment…”

• “Close your eyes…”

• Paint a picture of what’s possible

LONG COPY• More you tell,

the more you sell

• Complex proposition

• Series of snippets (small portions)

KILLER POET COPY• Creative

• Clever

• Artistic

• Sells

• Solution oriented

CEO COPY• Down to earth

• Here’s why we’re doing this

• Intention

• Connection

• Care

FRANK AND EARNEST• Start with what

doesn’t work

• Honesty

• Trustworthiness

• Transparent

• Credibility

SUPERLATIVE• Evidence-

based• Testimonials• Research• Statistics

• Use sparingly

REJECTION COPY• Discourage

• Exclusive

• Invitation only

• Generates curiosity and desire to belong

FIT• Mix and match

• Occasion

• Topic

• Intention

• Sender

• Receiver