Best practices in copywriting for marketing your product

Edited excerpt from 10 UX copywriting tips for designers by John Moore Williams:

When you’re writing copy

1. Embrace the power of “you”: The word “you” catches attention and establishes a relationship between you and your reader.

2. Don’t make it about you [the seller]. I [the buyer] want to know what all that work means to me.

3. Don’t try to sound smart. Aim for a 5th-grade reading level.

When you’re editing copy

4. Read it aloud. If it doesn’t sound right read aloud, it’s not conversational.

5. Be the editor writers hate. Aim to cut 50% of your word count with each editing round.

6. Remember that writing and editing are different. Don’t try to write and edit at the same time.

When you’re designing copy

7. Label. People don’t know what they’re looking at unless you tell them.

8. Embed links in relevant, descriptive language. Make sure your links make it extremely clear what will happen on click.

9. Design with content in mind. Consider whether design is helping or hindering your writing.

10. Scale the page to the topic. If your product’s unfamiliar, complex, or expensive, you’ll usually need more content.

(1) Re. “Don’t make it about you. I want to know what all that work means to me.” See Make me better and I’ll buy your product and What problem are you solving?
(2) Thank you Eran Ben-Shushan, co-founder of Bizzabo, for recommending the article.

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