1. Interlace sentences of different lengths. A general rule of copywriting - write your sentences clear and short. But there would be no rules without exceptions. Add an unexpected twist with a balanced mix of longer sentences, short sentences and very short ones. Like super short. Yes. One-word sentence.
2. Change passive voice structures into active voice. This small tweak will massively transform your copy. It’ll become punchy and irresistible. e.g. from my work: “The design of the cards has been thoughtfully created by J. P.” vs. “J.P. has thoughtfully created the design of the cards.”
3. Add verbs. Imagine you are looking at a still-life painting, and then you turn your head and catch a glance of an action film on the TV. Verbs ensure your copy is that action film, while a copy full of nouns and adjectives resembles that still-life painting. Verbs make you read further. You catch your breath. You bite on your lip. You wonder what will happen next. That’s what verbs do.
4. End your copy with a call to action (CTA). Give that courtesy to your readers. They took the time to go through your copy. Now, tell them why you wanted them to read it.
Go ahead and comment below, do you agree or disagree.
Copywriter, translator, editor. She has 7+ years experience in the field, works mostly in the creative industry.