10 Do’s and Don’ts of Copywriting
Become a better copywriter with these simple do's and don’ts. Don’t forget to bookmark!
5 Copywriting Do’s
Do use headers often. As a general rule of thumb, all paragraphs with over 300 words need a header to be skimmable.
Do write as concisely as possible. Easy-to-read sentences with simple words are accessible to everyone. In the world of copy, less is always more.
Do bold text sparingly - don’t overdo it (or you’ll dilute its impact)
Do use parentheses (for added impact), contractions (to make your copy conversational) and sprinkle in numbers (to make your point memorable)
Do carry out audience research. Understand their needs, desires and pain points.
5 Copywriting Don’ts
Don’t try to sound smart with complicated words. If your audience has to think about what you mean, you’ve already alienated them.
Don’t neglect the visuals. User-friendly layout and fonts are a must.
Don’t focus on keywords over the user.*
Don’t focus on features instead of benefits.**
Don’t over-rely on AI. ChatGPT is great for tackling writer’s block and speeding up some research (so long as you check it’s accurate). But ultimately, AI content is only as good as the human copywriters who edit it.
*I’m not saying don’t do keyword research. Understanding target keywords is great for structuring your copy and prioritising where the demand is. But you must write with your target audience in mind.
**People might not care about a teeth whitening kit with “distinctive charcoal spiral bristles”. But they might care if you tell them how this unique technology achieves a beautiful white smile, boost in confidence and better first impressions!