Avoid long sentences with too many prepositions.
If your sentence has more than two prepositions, break it into different sentences. It gives flow to the reading. Helps with comprehension, too.
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Submitted by Henna Malik
Using frequent white spaces in copywriting also creates a ‘psychological room’ for the reader’s breathing, and feels natural.
Just like when we talk our breathing creates micro pauses.
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Submitted by Aneta Heinz
Technical or complicated terms are a strict no.
They slow down reading and readers may end up skipping these words or worse yet, only skimming through the copy.
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Submitted by Uthara Shabeer
Do not “back into” sentences...
Bad: When I woke after a restful night of sleep I got dressed and went to the gym.
Better: I had a great workout at the gym, in part because I slept eight hours last night.
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Submitted by Christoph Trappe
Every word is distinct. There are nuances in the words you pick. Had I written "select" at the end of that last line, it would’ve communicated something different.
Word choice matters.
Subtleties are what separate one audience from another.
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Submitted by Tommy Walker
For long form writing: Get someone else to read it.
Then ask "If only 20% got to stay, what part would it be?"
Followed by "If you had to get rid of 20%, what would it be?"
What you're left with is clarity on the core idea and what fluff needs to be cut.
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Submitted by Stewart Hillhouse
95% of the use of the word 'that' can be removed from your copy.
Review and remove, and you'll deliver sharper, punchier copy.
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Submitted by Diana Loppolo
Include personal anecdotes and examples to explain a complex idea.
It builds rapport with the reader.
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Submitted by Bhavya Sharma
Spend 1/3 of your time researching.
Spend 1/3 of your time first-drafting.
Spend 1/3 of your time editing.
There's a reason why this old adage still rings true: "I"m sorry I wrote you a long letter. I didn't have time to write a shorter one."
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Submitted by Stephan Mathys