Writing great copy isn’t about being flashy or verbose—it’s about connecting with your audience in a way that’s clear, engaging, and impactful.
Whether you’re crafting a blog, an ad, or a product description, the key is to make your words work smarter, not harder.
Here’s a guide to cutting the clutter, getting to the point, and creating copy that resonates.
1. Work Out the Most Important Thing You Want to Say
Before you start writing, ask yourself: What’s the single most important thing my audience needs to know? Stick to that core idea and let it guide your copy.
2. Say It Simply and Concisely
Complicated language doesn’t impress—it confuses. Break down your message into its simplest form. Every word should add value, not fluff.
3. Get the Sell Up Front
Your headline and first paragraph are prime real estate. Use them to hook your reader with your main message or “sell.” The rest of the copy can provide details, but start strong.
4. Be Warm, Not Pompous
No one likes to be talked down to. Use a conversational tone that feels approachable and relatable. Writing like a human builds trust and connection.
5. Use One Word Instead of Two
Why say “in order to” when “to” works just fine? Shorter is sharper, and sharper is smarter.
6. Avoid Too Many Superlatives
Readers can spot overhyped language a mile away. Words like “best ever” or “unparalleled” can make your copy sound insincere. Stick to genuine value instead.
7. Stick to the Facts
Don’t overpromise or exaggerate. Let your facts speak for themselves—they’re often more compelling than unnecessary embellishments.
8. Write Like Your Audience Talks
Get inside your audience’s head. What do they care about? What language do they use? If your copy sounds like a conversation they’d have, it’s more likely to resonate.
9. Start Sentences with ‘And’ or ‘But’
Forget old grammar rules. Starting sentences with and or but can make your writing feel more natural and conversational. Just don’t overdo it.
10. Use Contractions
You’ll sound more approachable when you write you’ll instead of you will. Contractions create a casual, friendly tone that feels easy to read.
11. Vary Your Sentence Lengths
A mix of short, punchy sentences and longer ones keeps your copy interesting. Too much of one or the other can make your writing feel monotonous or overwhelming.
12. Don’t Try to Be Too Clever
Clever copy is great, but clarity comes first. If your audience has to stop and think too hard about what you mean, you’ve lost them.
Final Thoughts: Smart Copy Sticks
Great copy doesn’t need to be complicated—it needs to be clear, conversational, and focused. By following these simple rules, you’ll create writing that connects with your audience and delivers results.
Ready to write copy that clicks? Let’s talk.
Visit LouRoo.com today to find out how smart, simple copy can transform your messaging.
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