Copywriting is one of the most important skills. Particularly for founders and marketers.
The Growth Newsletter #197 |
6 tips to improve your copywriting
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Human communication is increasingly written.
Texts. Emails. Slack messages. Instagram DMs. Comments.
Writing is also the most scalable form of communication. A tweet that took 10 seconds to write can be read by millions. And a landing page or email can be written once and used infinitely.
These tips will make your copywriting sharper. – Neal |
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6 tips to improve your copywriting
Insight from Neal O'Grady. Copywriting is one of the most important skills.
Particularly for founders and marketers.
Here are 6 simple and effective tips to improve your copywriting.
1. Make it about them
People don't care about your product. They care what your product can do for them.
What problem do you solve for them? And how does their life improve as a result? |
Here are some company examples: |
2. Make it relatable Selling something novel or complex? People don't buy things they don't understand. Relate your product to something they already understand. They'll get it right away.
Metaphor example:
- Bad: Portable MP3 player with 8GB of storage
- Good: 1,000 songs in your pocket
Analogy example: |
Note: The "no fees" is an example of "objection handling"—preemptively addressing the most likely objection.
Ask current customers how they explain your product to a friend. Find the analogies and metaphors they use.
3. Cut the fluff
Write without editing.
Wait.
Then, ruthlessly cut words that don't add value: Fluff weighs down copy and makes it harder to read. |
- They don't necessarily need to look terrible, they can just look lo-fi
- X vs. Y comparison, making the alternative look bad
- Instagram story aesthetic
- Emojis for familiarity and casualness
4. Use simple words
Even someone with an IQ of 160 enjoys reading at a 5th to 8th grade level: - Avoid industry jargon.
- Pretend you're explaining it to your grandma or nephew.
It doesn't matter how educated your audience is:
Harder to read → less engagement → less growth
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5. Be specific
Don't make people think—be specific *and* concise.
Specificity helps people quickly understand your value.
Numbers and descriptive details work great. But only if they show the value customers get from you.
Remember: Only you think your value is obvious. |
6. Use active voice (not passive)
Active voice results in shorter, sharper sentences that are easier to follow.
But what does that mean exactly? Here's an example:
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Copywriting is a marketer's most important weapon. Keep it sharp. A cheatsheet for reference |
Which is your favorite? Hit reply and let me know. Here's a great cop |
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Something fun We've tested this thoroughly internally and can confirm this is true. Credit: Smile Coffee Shop (but found thanks to George Mack). |
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