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