copywriting

When writing copy:

Principles

• Lead with the benefit, not the feature.
• Write for the reader, not the product.
• One idea per sentence, one point per paragraph.
• Use concrete language — avoid vague adjectives.

Structure

• Headline: Clear value proposition in 10 words or fewer.
• Subhead: Expand the headline with a supporting detail.
• Body: Problem → Solution → Proof → Call to action.
• CTA: Specific, actionable, and urgent.

Tone

• Conversational but professional.
• Confident without being arrogant.
• Match the brand voice specified in rules.

Review Checklist

• Does the headline grab attention?
• Is the benefit clear in the first sentence?
• Is there a clear call to action?
• Would you read this if you saw it?