1. Enter the conversation that the reader is already having in their head.
Example: Are you tired of having to ship your phone off to get repaired?
2. Stimulate curiosity about a subject they’re interested in.
Example: You are going to see some exciting new colors in our fall fashions.
3. It’s about the reader, not about you. Notice how neither of the above sentences started with ‘our, we or the company.’ Both begin by talking direct to the reader – you.
4. Start with a problem, make a promise, provide proof, make a proposal.
Example: Your dry skin drives you crazy. (problem) Don’t put up with it any longer. We have a solution! (promise) Read the testimonies of our happy customers. (proof) Place your order and experience it for yourself. (proposal)
5. Copy must be valuable and useful in and of itself even if they buy nothing.
Example: Dry skin can be caused by X, Y or Z. When X is the cause, a water-based solution will not be able to penetrate because…
6. Nothing is too long, only too boring. Don’t get off topic or become too repetitive in your writing. Whenever applicable add some humor.
That’s it. Nothing too magical, but vital to writing copy that will actually be read.
Any other tips you’d like to share?