I wonder how long you’re going to stay here with me. Linger a little while.
Your finger’s getting twitchy, I know.
Like a nervy gunslinger in the old wild west, you caress the trigger. You’re only a click away from something new.
Something which could change your life.
And that is first golden rule of writing copy
- Start strong.
- Don’t hang about.
- Address the reader.
- Use simple words.
- With the occasional outlier for good measure.
- Use them judiciously, then they’ll stand out.
- Use short sentences.
- With short paragraphs.
- And contractions such as ‘you’re’.
- Write as you speak.
- Break the rules of grammar as it suits. (It should really be ‘Start strongly’, but you knew that, right?)
- Don’t deal in stereotypes: use archetypes (here the outlaw).
- Appeal to emotions.
- Weave in a little escapism.
- Don’t invite. Tell.
- When you don’t tell, show.
- Use imagery.
- Use drama.
- Dare to be different.
- Use sound effects such as alliteration and assonance, but sparingly.
- Above all things, make it memorable.
and the bonus golden rule for good measure...