You get 100 bucks for every word you rub out from your title:
An honest line always feels warmer:
Everyone cares what you can do for them.
It's indirect and awkward:
The best brands feel “real”:
Unlock, unleash, enhance, empower, supercharge, etc.
Real people don't use them.
“Pleasant” gets forgotten. Conflict creates interest:
Casual. Colloquial. Full of pronouns:
Write something that pulls your reader down your page:
They're flowery. They're vague. They try too hard:
I couldn't list The Ten Commandments. I could tell you what happened to Adam and Eve:
Periods mean short sentences. We like short sentences.
Commas mean long, painful sentences, like this one, which New Yorker writers think are clever, but real people find torturous, because they wind on and on without actually saying anything.
Every line of copy should lead to the next. Watch this ad. You won't be able to stop (click the image)
Go to the edge:
If people don’t read it, they’re not going to read your second line either.
Keep it short:
Don’t romanticize it. The goal isn't to be clever or cute. The goal is to inspire action:
You made it! Damn. This was a long one.
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