{"id":438,"date":"2012-12-28T23:14:49","date_gmt":"2012-12-29T04:14:49","guid":{"rendered":"http:\/\/awgentry.com\/blog\/?p=438"},"modified":"2013-04-29T23:06:51","modified_gmt":"2013-04-30T03:06:51","slug":"principles-of-great-copywriting","status":"publish","type":"post","link":"http:\/\/awgentry.com\/weblog\/principles-of-great-copywriting\/","title":{"rendered":"Principles of Great Copywriting"},"content":{"rendered":"<p><em><strong>To write great copy, you must adhere to three principles:<\/strong><\/em><br \/>\n\u2022 It must be relevant.<br \/>\n\u2022 It must be credible.<br \/>\n\u2022 It must be as short as possible (not just short).<\/p>\n<p>Notice how the word \u201ccreative\u201d is absent. People don\u2019t have time for you to be cute, play tricks, or gimmick them. They want the facts, and they want what they\u2019re looking for now&#8230;.<\/p>\n<p><strong>Kill the jargon, fluff, and hype.<\/strong> Not everyone can be the number one, premier, most trusted, scalable, most robust, and leading vendor. But if you do make a claim, make sure you can validate it immediately. Customers are more sensitive than ever to shoddy sales pitches and false claims.<\/p>\n<p><strong> Speak to customers in an authentic, human voice. Embrace transparency and authenticity<\/strong> and, wherever possible, embrace the voice of the customer. While you\u2019re at it, make sure your copy has a voice that matches your brand; a voice that people will remember.<\/p>\n<p>Stop haggling over copy length; customers don\u2019t care. They care about getting the information they need from your copy, quickly. Make sure you answer their questions and close the loopholes in as few words as possible&#8230;. [E]ditors who can slash copy to its meaty essentials are invaluable.<\/p>\n<p><em>[Excerpted from <a href=\"http:\/\/networkedblogs.com\/p19709337\">Writing Better Copy for the Web 2.0 Landscape<\/a>; emphasis added]<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To write great copy, you must adhere to three principles: \u2022 It must be relevant. \u2022 It must be credible. \u2022 It must be as short as possible (not just short). Notice how the word \u201ccreative\u201d is absent. People don\u2019t have time for you to be cute, play tricks, or gimmick them. They want the&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-438","post","type-post","status-publish","format-standard","hentry","category-promo"],"_links":{"self":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/posts\/438","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/comments?post=438"}],"version-history":[{"count":2,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/posts\/438\/revisions"}],"predecessor-version":[{"id":1013,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/posts\/438\/revisions\/1013"}],"wp:attachment":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/media?parent=438"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/categories?post=438"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/tags?post=438"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}