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The document provides writing tips focused on engaging the prospect, emphasizing the importance of stepping into their shoes and creating curiosity about the product. It encourages writers to infuse energy into their writing by using active verbs and colorful language while avoiding passive voice. Additionally, it suggests dimensionalizing the content to make it more compelling and emotionally resonant.

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9 views1 page

copy A-Z

The document provides writing tips focused on engaging the prospect, emphasizing the importance of stepping into their shoes and creating curiosity about the product. It encourages writers to infuse energy into their writing by using active verbs and colorful language while avoiding passive voice. Additionally, it suggests dimensionalizing the content to make it more compelling and emotionally resonant.

Uploaded by

adu g
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as TXT, PDF, TXT or read online on Scribd
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Attack- Do not edit as you write—it’s like driving with the brakes on.

Be the Prospect- One of the most important things you can do to help your writing
is
to be able to step into your prospect’s shoes. When you’re done writing, read the
copy while you “be the prospect”.

Curiosity- Use it to make your prospect want your product—either because they
are curious about some information contained in the product, or
because they are curious as to what life will be like if only they
possess what you offer. Find the aspect of what you’re writing about that you can
portray as a
“secret.”

Dimensionalize- Don’t write one-dimensional copy.

Energy- First, make sure you are overflowing with energy—well-rested and raring to
get your ideas onto the page. (Run around the block if you need to get your blood
flowing.)
Then fill your writing with colorful, energetic words and phrases and
plenty of active verbs.
Make sure your copy shows people doing things (which helps avoid the
unenergetic “passive”voice). Add conflict between people or ideas.
Use plenty of emotion. Show instead of tell. (This sentence is devoid
of energy. This one packs a punch!)

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