Here is a definition for you: ‘Copy’ = the words that marketing people write.
Copy is used in advertisements, websites, newsletters, leaflets and direct mailshots
(as well as many other places).

1. For each copywriting exercise, decide what your objectives are.

2. Think about the market segments you are addressing and their needs.
Do you have a deep understanding of their situation and what they want?

3. Write in the language of benefits.
Focus on what your service / product delivers – not just what it does (‘features’).

4. Use a structured approach to your writing, such as AIDCA.

5. Use short words, short sentences and short paragraphs.
Writing short sentences is the quickest way to improve your copywriting.

6. Learn how to use the English language fluently. (Or, to put it another way, you must
grapple with the finer points of punctuation and grammar. If this doesn’t appeal to you –
find someone who can edit your copy).

7. Write the copy first and then write the headline. The headline is critical.
After all, if the reader doesn’t connect with the headline, they won’t read any further.

8. Don’t forget to include a ‘Call to action’ at the end of your copy.
Spell out precisely what you want the reader to do next. Don’t leave this part to chance!

9. Break your copy up using subheads (which will help the reader to scan).

10. Measure the effectiveness of your copy.


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