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10 KEY RULES OF EFFECTIVE
COPYWRITING FOR THE WEB
SCANNABILITY
• Get to the point succinctly and with the fewest amount of words possible.
• Lots of line breaks
• Headlines and subheadlines
• Keep people's eyes moving down the page.
THE HOOK
• Make it easy for the user to see "what do I get out of it?"
• If you can’t answer the question, try again!
ACTIONABLE• “Choose Your Own Adventure”
• Don’t create dead-end content
SURROUNDINGS• Facebook, Twitter, Pinterest, etc -- these all should
influence word choice
BE MINDFUL OF THE RETURN
• What are you doing to get people to return?
• Less about bombastic impact, more about the relationship
GIVE IT AWAY• Free is extremely important online
• Even if you want them to pay, you’re going to need to use free as a gateway drug
USE TEXT• Text-in-images can’t be read by search engines
• All email programs block images.
WORD-AS-PICS CAN WORK THO
COUNTER-PROGRAMMING
• Rules were made to be broken.
• Pivot away from the trends to stand out.
ABOVE ALL, BE AUTHENTIC