Be judicious with grammar rules. Some are important, some are not.
No one cares if you use an em dash or semicolon correctly, but if you end a sentence with a preposition there's probably a better way to put it. Use more periods than apostrophes.
Pay attention to flow, not necessarily *correct* punctuation.
And, to content marketers everywhere, I hereby give you permission to begin a sentence with 'and.'
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Submitted by Brooklin Nash
In US English you write “realize” but in British English the preferred spelling is “realise” — and same for many other words. The “z” option is allowable too so may not be picked up by spell check, which can lead to inconsistencies.
For consistency, particularly if you are localising something from the US version, you can ‘Find and replace’ “iz” for “is” (checking each one, NEVER replace all!) and “yz” for “ys” if you use words like analyse, paralyse etc.
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Submitted by Denise Atkins
Step 1: Press CTRL-F
Step 2: Search for the word "was"
Step 3: Flip the structure so that the subject performs the verb
❌The primary topic that was discussed in class revolved around gender equality.
👌The class primarily discussed the topic of gender equality.
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Submitted by Celeste Pouliot
If you find writing tough, speak your copy (like a podcast!) then get it transcribed to repurpose any way you like.
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Submitted by Lynsay Gould
Highlight one key point per paragraph.
It makes your content far more impactful and easier to absorb.
Great copywriters make one compelling and concise point per paragraph and then move onto the next.
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Submitted by Josh King
Emphasizing with bold, italics, colours etc. is great if done in moderation.
Too many fonts, sizes and colours and you lose the reader. If everything is different, nothing is different.
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Submitted by Irit Levi
Put yourself in the reader's shoes.
Your audience may be educated and capable but it doesn't mean they want to read complex copy. Decent content is straightforward and easy to read. Keep it simple!
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Submitted by Dom Murray
Jot down all that attractive and engaging one-liners and phrases running through my mind about the project.
I don't worry if it doesn't fit in the website design or if it sounds too cheesy. I get it all out of my system messily on the page first! And then as I write the copy, I pick up pieces and words from it to make my copy sound interactive and casual. Works like a charm for headings, sub-headings, and CTAs.
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Submitted by Lakshmi Padmanaban
Serve your sentence’s meat first (even if that means going against traditional grammar rules).
Ex: Change "Our mission at [company name] is to provide affordable childcare to low-income families." to "Affordable childcare for low-income families."
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Submitted by Tony Rubinstein
If you're a freelancer, get half your fee up front.
Doesn't matter how well you write if you don't get paid.
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Submitted by Meyer Baron
Remember: it’s not about you.
People aren’t interested in your brand (sorry) — they’re interested in what your brand can do for them.
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Submitted by Katie Palmer
I use the "If so, then what?" question to convert features into benefits and results.
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Submitted by Navin Israni
I use text boxes and other features of text to draw the reader's attention to the most salient points.
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Submitted by Jessica DeShetler
When possible, end your
lines at a point which makes
your audience read the next one.
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Submitted by Raitis Gocentas
Study your craft.
It's hard to get good at something if you don't know what good is and the commitment you gotta make to get there.
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Submitted by Scott Frothingham
David Ogilvy said “Limit your opening paragraph to a maximum of eleven words.”
A great tip from a legend.
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Submitted by Paul Giacalone
Vary the length of your sentences.
Short sentences are snappy and engaging.
Whereas longer sentences are perfect for descriptions or more formal text. Mix it up. By varying your sentence structure, you’re guaranteed to capture and keep your audiences attention for longer.
Variety is the spice of life.
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Submitted by Josh King
When writing about something complicated, ask yourself if your grandmother would understand. Or call her and explain it to her and see where the hang ups are. That’s where you’ll ultimately need to simplify your writing.
Advertising content that is overly complicated will not be read, and the product will not be bought. Simplify, simplify, simplify!
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Submitted by Monica Dziak
Most readers simply scan the copy before they decide if it's worth reading. And a formatted copy just makes it that much easier for them.
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Submitted by Arlene Mathew
