1. Write a Compelling Headline — The goal of a headline is to grab the reader’s attention and make them want to know more. So always use benefits-oriented headlines and subheads that speak directly to your ideal customer’s wants, needs, problems or goals.
2. Write like you speak — The best copy writing reads like a one-to-one conversation between the reader and the writer. Read it out loud - that's what I do…you'll also pick up any grammatical errors or funky sounding verbiage.
3. Keep it simple — This one is pretty straightforward. Don't alienate your readers by using long suspicious sounding words that aren't commonly understood. Keep it to an 8th grade level (any professional copywriter will tell you this) and write simply and clearly.
4. Make it skim-able — Paragraphs should be brief (four to five lines max) and most sentences short (18 words or less). And use bullet points to explain separate pieces of information.
5. Use Active Voice — Whenever possible, always choose to use active voice in your writing. Avoid passive voice. This basic grammar rule will keep your writing more lively and…well…active!
6. Sell the Benefits — Promote benefits, not just features. Benefits are what the features can do for your customer. It’s why they should care about, or want, those features. Here’s a quick tip to get you thinking about the benefits…Make your list of features, then for every feature put yourself in the customer’s shoes and ask, “What’s in it for me?” The answer every time is the benefit. That's what you want to promote!
7. Call to Action — Always, always, always include a “call to action” and ask for the sale. This is not the place to be shy. You want to make sure your customer has an open invitation and knows it. And it needs to be easy - always include your contact information, phone, email, link to a page…whatever way you want them to contact you, be sure to list it here within the call to action.
This is not bad advice, unlike a lot I have come across.