Because writing to sell has a lot more to it than meets the eye. In the fast-paced universe of digital, where likes fly and trends pass faster than you can say scroll, there is something that continues to be king: copy.
1. Write for the audience, not for the brand
You must understand the pains, desires and needs of your audience so that your product communicates in a way that creates a connection. Your audience wants to know: what does this have to do with me?
2. Bring something useful to the table
Do not post just for the sake of it. Every piece of content should answer a question, solve a mini-problem or, at least, generate some emotion.
3. Be relatable
Proximity sells. When you use everyday expressions, cultural references and language your audience identifies with, you create connection.
4. For each platform, a different style
Do not copy and paste the same text to Instagram, LinkedIn and Facebook. Each platform has a different rhythm and audience.
5. Attract, hold, connect and direct
Good copy follows this order: grab attention, hold the gaze, build a relationship and lead to action.
6. Keep the objective always in sight
Before you start writing, ask yourself: what do I want my audience to do after reading this?
7. Use your brand voice
Copy without personality is like bread without butter. Define your voice and maintain that consistency in everything you write.
8. Make it easy to read
Use short paragraphs, lists and highlight important words. Making reading scannable is halfway to keeping someone engaged.
9. Always proofread (always!)
A spelling error can destroy your credibility. Never publish without a final careful read.
10. Less is (much) more
Cut without mercy. If a sentence adds nothing, remove it. If a word complicates, simplify. The best copy is the one that seems effortless.
