Writing Copy For Dummies

Break up long text

If your company is positioned as the innovator, don’t shout that you’re an innovator. Instead, show the reader the innovations — perhaps a new steam valve or a faster way to get passengers on board their flights.

the second most important rule is to build your case with evidence, specific factual material

If you led with a benefit, your body copy must articulate the value of the benefit to the customer by clearly explaining what it does for the reader.

turning a piece of information into a compelling headline: benefits, offers, and news.

To write an effective “question” headline, be sure to promise a reward of meaningful news by hinting at the importance of your information and by implying that readers will find answers in subsequent copy — if they read on. For example:
Are you prepared for the 3 most important changes in this year’s tax regulations?

You,” in fact, is a great word to use in an exclusive appeal, because it speaks to the most important people in your readers’ universe: them.

What does this do for my customers?”

: A verb plus a desirable quality or thing that a customer might want equals a benefit headline.

For any given feature, ask, “What does this do for my customer?”