Copywriting Guide [13 crucial rules]

Dariia Kotman

May 14, 2021

Here are 13 basic rules for your copy.
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1. Write as you speak 

Write casually. Use a lot of pronounces. Don’t overload your copy with complicated words.
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2. Shorten your sentences 

Write with an eraser. Use periods, not commas. Long sentences give headaches.
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3. Don’t use passive voice

One of the reasons for long, awkward, and complicated sentences. Remember, we don’t like it.
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4. Be specific

If you talk to everyone you talk to no one. Be concrete about who you refer to.
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5. Avoid “landing page words”

Unlock, unleash, enhance, exceed, empower, supercharge, etc. No one talks like this.
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6. No one cares what you can

Concentrate not on the features of the product, but the gains for your customers.
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7. Format your writing

Separate your text with paragraphs and points.
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8. Don’t lose your personality
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9. No adverbs, fewer adjectives, more verbs

Verbs urge to action. Adverbs are fuzzy. They puzzle your sentence for no reason.
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10. Don’t forget CTA

Writing is for novels, copywriting is for selling. Lead your customer with a clear call to action.
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11. The headline is crucial
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12. First line is crucial
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13. Use storytelling

Stories help people connect with a brand and its product. Stories make it memorable.
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Written by:

Dariia Kotman

Content Creator

May 14, 2021

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