List positives + negatives in ‘twos’
Make your comparisons stronger
5 lessons I learned as a Fortune 500 copywriter:
❌ You need to be the best writer in the room!
✅ You need to be the best “idea generator”
❌ The boldest most out-of-the-box copy wins!
✅ The “clearest” copy wins > Clear not clever
❌ You need to come up with the final copy asap!
✅ “Clear” and “simple” copy usually takes months
❌ Every great idea you have will get published!
✅ 99% of your copy will serve as “inspiration only”
❌ Deliver “my final copy recommendations”
✅ Pitch “my thought process behind this copy”
Any of these sound surprising to you?
P.S. What is your biggest lesson as a copywriter?
Or list positives + negatives separately
Ideal for “pros vs. cons” type of posts
The best way to make your writing “pop”
❌ Avoid writing long sentences
❌ Stop writing everything “all at once”
❌ Eliminate super-ultra-mega-long paragraphs
Instead chop it up. Write in chunks. Talk in segments.
✅ Long paragraphs? Write multiple sentences.
✅ One long sentence? Write a few short ones.
✅ Any text > Too much copy? Make it choppy.
Goes for websites, ads, LinkedIn posts… you name it.
P.S. If your text “feels” long it probably “is” long. 😊