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Hi Reader,

A few months ago, fellow copywriter Christine McShane interviewed me for a LinkedIn Minute talk, where I shared one do, one don’t, and one don’t worry about it when it comes to copywriting.

In case you missed the video, here’s my advice in email form—because good copywriting advice is worth repeating.

DO: Have a conversation, not a lecture.
​Ever been stuck listening to someone who loves the sound of their own voice? Yeah, let’s not do that in our writing. Good copy should feel like chatting with a friend over coffee (or cocktails—your call). Instead of, “Search engine optimization improves website visibility,” say, “SEO is like putting up clear road signs so Google doesn’t get lost.” Same meaning, way more engaging.

DON’T: Make people Google words in your copy.
​If your reader has to stop and look up a word, you’ve already lost them. Jargon and acronyms might make sense to you but to your audience? It’s like speaking in code. Instead of “We implement scalable cloud-based solutions to enhance operational efficiencies,” just say, “We help businesses store and access their data easily, without messy servers.” Clarity wins every time.

DON’T WORRY: About trying to please everyone.
​Great marketing attracts the right people and repels the wrong ones—like a magnet or a really good dating profile. If your message isn’t for everyone, that’s a good thing. Speak directly to your ideal audience, and let the rest move along. The right people will stick around.

So there you have it: one do, one don’t, and one don’t worry about it. Now go forth and write like a human.

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Best,

P.S. Feeling like your website copy could use a little glow-up (or at least a sanity check)? Book An Hour of My Time and get the 411—honest feedback, fresh ideas, and zero fluff.