| 1. Focus your energy on the headline |
| Not all copy has equal importance, and the headline will determine whether the vast majority of readers will continue reading at all. |
| 2. Emphasize one main selling position |
| Try to focus on one principal benefit that your product or service provides, especially for headlines or short text ads. In a longer or full-page ad you can list multiple benefits, but make sure that one message remains primary throughout. Offering more than one option can cause confusion or distract from the chief benefit. |
| 3. Translate all features into benefits |
| Customers don't care about the exciting and innovative features your product has, they care about how those features will benefit them. For example, don't just claim your service is fast, say it will save time. |
| 4. Write conversationally |
| Remember that you're speaking to human beings. You should sound intelligent but not pretentious, and avoid obscure words. Remain personable, as if you're giving advice to a friend. |
| 5. Avoid exclamation marks or all capitals |
| All-caps text actually slows down the reader (since they are not used to reading capitals as much as lower case), and adding exclamation marks looks like you're overcompensating for a mediocre product with loud advertising. |
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