1. Make it about them
Most people focus on what matters to them—their product and its features. Instead, what’s in it for them?
What are the main problems you solve? How does their life change as a result?
2. Make it relatable
Relate your product to something that they already understand perfectly. It’s a shortcut to comprehension.
Ask current customers how they explain your product to a friend. Find the analogies they use.
3. Cut the fluff
Remove words that don’t add value. Hook their interest as succinctly as possible.
Remove adverbs, adjectives, filler words—it makes it punchier. Try restructuring the sentence entirely.
4. Use simple words
Don’t use a $10 word when a $0.05 word will do. Pretend you’re explaining it to a 10-year old or a grandparent.
This applies even if your audience is highly intelligent. Everyone appreciates it.
5. Be specific
Don't make them do the work. Spell it out for them and make it easy to picture what they're getting.
Do audience research to identify the specific things they care about most and highlight them.
6. Use active voice
Active voice results in shorter, sharper sentences. Making your copy easier to follow and finish.
Place emphasis on the subject. Use specific verbs to describe the primary action.