My three rules for good copy

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        #News(Startup) [ via IoTGroup ]


        As marketers, it’s difficult to attract and hold attention at the best of times.
        You just have to know how to write good copy.
        And it’s not just for marketers.
        Entrepreneurs can’t always talk up their product, even in very early stages, they have to write it up too.
        Rule 1 – If you are writing/talking about your product, make it memorable.
        Your copy should be able to help them do that.
        This is from the parking startup JustPark, which was able to raise money from Richard Branson off this pitch.
        Rule 2 – Don’t write marketing BS.
        I would be writing about an integration for the blog or the knowledge base, and I would write about how it was an amazing integration.
        I would write about how we had built like this and like that, and how it would change things for the customer because of how brilliantly we had made it and so on.
        Girish would send it right back, asking me why the customer should care about how we built it.

         Rule 1 – If you are writing/talking about your product, make it memorable

        The customer/prospect won’t do the hard work for you, reading through your fluff to get to what she needs.
        I’m converting it into pointers here, but this was basically what I said: a) In webinars, write time, date and topic first, because that’s what people will look at first
        Rule 3 – Always remember who you are writing for.
        Keep asking yourself who you are writing for.
        Are you writing for a customer or are you writing for an investor?
        Are you writing for a potential employee, or are you writing to pitch to a newspaper?
        A customer has different motivations than a prospect.
        Which is why when writing copy, it helps to always keep in mind who exactly you are writing for.
        The founder’s writing to impress, not to a prospective user, though he has made the case for it as well.
        If the copy was just for the prospective customer, the BMW reference wasn’t needed at all.
        If you are writing/talking about your product, make it memorable.
        Don’t write marketing BS.
        Always remember who you are writing for.


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