As well as being a very very famous author, I do occasional copywriting for select clients. Want to get better at your everyday copy?
1.Less is more. As an author who writes 100,000 word novels, I love my words. But in copywriting, less is more. Everyone’s attention span is basically zero, so you’re always looking to cut and trim. Don’t repeat yourself. Cut anything that’s subtext or inherent; if it makes sense without it, cut. (i.e. “Below you’ll find three tips on how to grow healthy orchids using things you probably have already in your garden shed. Here they are!” is all unnecessary; just get to the tips.) Don’t babble (i.e. “We’re starting to try to reach out to people who feel very passionately about and really enjoying growing orchids” = “We’re connecting with people who love orchids”). Look for your written tics (mine are an overreliance on “just” and “actually”) and cut.
2.Stay fresh. Flowery is out. Fresh is in. Modern prose is clean and stripped back. This means no adverbs, no boasting, no exclamation points. Cut up long sentences so they’re short, muscular, to the point. Make interesting word choices (rather than “Our orchids are very pretty”, play with “Our orchids are elegant/graceful/lush”). My preferred embellishments are jokes, and they work best when they’re dry. Your prose should feel confident and cool.
3.Speak to your audience Your tone, form and content must speak directly to your audience. You can’t please everyone, meaning you can’t speak to a teenager and a CEO at the same time. Decide on your demo, and work backwards from what they want, and expect. Read successful competitor copy to see what they're doing well. Walk the walk, talk the talk.