# Copywriting Guide How to write copy people read, trust, remember, and act on. --- ## Core Belief People do not read copy. They make decisions. Copy is not content. Copy is an interface between a person and a next step. If text does not help someone understand, choose, or act — it actively hurts the design. --- ## The Order of Great Copy **Clarity > Respect > Character** — always in this order. - **Clarity**: without it, copy fails - **Respect**: without it, copy irritates - **Character**: without it, copy is forgotten Most bad "brand voice" starts with character and skips clarity. --- ## Living Words vs Dead Words Dead copy is abstract, generic, safe, interchangeable. Signal: it could live on 1,000 websites unchanged. | Dead | Living | |------|--------| | "Innovative platform" | "Create a landing page in 20 minutes. No code." | | "Next-generation solution" | "See where users drop off in checkout." | | "Seamless experience" | "Export to PDF and Google Docs in one click." | | "Powerful and flexible" | "Works with Gmail and Outlook. iCloud is next." | **Rule**: If a word can be removed without changing meaning, it is probably dead. --- ## Universal Copy Structure Any good piece of copy answers: 1. **Context** — Where is the user right now? 2. **Job to be done** — What are they trying to accomplish? 3. **Solution** — What do you offer? 4. **Outcome** — What changes for them? 5. **Conditions** — Limits, tradeoffs, requirements 6. **Next step** — What should they do now? If copy feels empty, one of these is missing. --- ## Info-Style Thinking 1. Facts beat adjectives: "fast" → "in 10 seconds" 2. Verbs beat nouns: "configuration" → "set up" 3. Plain word order: say what happens first, details later 4. One sentence = one idea 5. Higher stakes = calmer tone (payments, deletion, security) --- ## Microcopy ### Buttons Bad: OK, Submit, Confirm Good — action + object: - Create project - Save changes - Invite teammates - Download PDF - Start free trial ### Errors Good errors include: (1) what happened, (2) why if useful, (3) what to do next. | Quality | Example | |---------|---------| | Bad | "Something went wrong" | | Better | "Couldn't save. Check your connection and try again." | | Best | "You're offline. Reconnect to save changes." | ### Empty States Not "No data." Teach and guide: "Projects will appear here. Create your first one to get started." One CTA, not five. --- ## Marketing Hero Section Must answer instantly: - Who is this for? - What problem does it solve? - What outcome do I get? - Why should I trust it? - What do I do next? Example: > Headline: "Turn meeting notes into decisions." > Subhead: "Record, transcribe, and summarize calls in real time on macOS." > Proof: "English and Spanish supported. 60-minute meetings." > CTA: "Try it free" --- ## Write in Scenes, Not Claims People remember images, not abstractions. Bad: "A better workflow for teams." Good: "At 10:03 the PM drops a task. At 10:07 the designer has real references and a draft." Scene template: who + where + what happens + what changes. --- ## Proof Beats Hype Trust-killing words: revolutionary, seamless, cutting-edge, best-in-class, next-generation. Replace with: numbers, scenarios, constraints, real outputs, real limits. Honesty increases credibility. Credibility increases impact. --- ## Rhythm Flat rhythm kills attention. Use variation: short line, longer line, short punch. "Fewer clicks. Clearer decisions. Less arguing in Slack." Change sentence length every 1-2 lines. One paragraph = one punch. --- ## The Sticky Line Test Every important page needs at least one line that can be screenshotted, quoted, remembered. Patterns: - "Not another X. Finally Y." - "Less noise. More decisions." - "Stop guessing. Start seeing." If nothing is quotable, nothing sticks. --- ## Product UI Copy On dashboards, settings, and admin panels — copy exists to orient, report status, and enable action. Not to inspire, persuade, or build brand. **Principle: Orientation + Status + Action. Not Promise + Mood + Brand Voice.** ### Headings: Descriptive, Not Aspirational | Wrong | Right | |-------|-------| | "Unlock Your Growth Potential" | "Revenue This Month" | | "Your Journey Starts Here" | "Onboarding Progress" | | "Insights That Matter" | "Search Metrics" | | "Your Team at a Glance" | "Team Activity" | **Litmus test:** If an operator scans only headings, labels, and numbers, can they understand the page? If no — rewrite. ### Avoid on Operational Surfaces - Executive-summary banners with hero numbers - "Supercharge your pipeline", "Elevate your workflow" - Motivational subheadings ("Let's make today count") - Brand voice where function is needed ### When Marketing Tone IS Appropriate in Product - Empty states (first-time user) - Onboarding flows - Upgrade prompts - Success celebrations Even here: one line of warmth, then back to function. --- ## Pre-Publish Checklist 1. Can a stranger understand this in 3 seconds? 2. Is "why should I care?" answered clearly? 3. Is there at least one concrete detail? 4. Can I cut 30% without losing meaning? 5. Are expectations honest (limits included)? 6. Is the next step obvious? 7. Does it sound human, not corporate? Two or more "no" = rewrite. --- ## Banned Words ### Hype revolutionary, seamless, cutting-edge, best-in-class, next-generation, world-class, game-changing, disruptive, innovative (without proof), powerful (without specifics), robust, state-of-the-art, groundbreaking ### Filler very, really, just, actually, basically, literally, simply, easily, highly, incredibly, extremely, absolutely, truly, totally ### Corporate Zombie leverage, synergy, ecosystem, paradigm, holistic, end-to-end, mission-critical, value proposition, stakeholder, thought leader, empower, optimize (in marketing), streamline (without specifics), unlock (metaphorical), drive (as in "drive growth") ### AI Slop Markers "In today's fast-paced world...", "In an era of...", "Look no further", "Say goodbye to...", "Introducing the future of...", "Reimagine...", "Supercharge your...", "Elevate your...", "Take your X to the next level", "Harness the power of..."