Effective copy makes you want to read more. Simple enough to accomplish, right? Not exactly. Writing something that is informative and relevant but also interests the reader and flows effectively can be a challenge. Whether you’re writing blogs, ads or emails, there are several things to keep in mind, but we want to start off with the basics.

Write a strong and compelling headline that will grab the reader’s attention. Your headline is your first impression and its primary purpose is to get people to read the first sentence. A great headline reaches your target audience and delivers a promise to the reader. Remember the 80/20 rule: “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.” –Brian Clark

Know your audience. It is the copywriter’s job to tap into the desires, dreams and fears of an audience. This can seem daunting at first but there’s a solution: research your demographic and give yourself a real person to write for. Writing to a single person and not a specific demographic, allows your copy to become something new, something personal.

Be clear. Copy should be written clear, concise and with simple words that effectively drive your point across. Sometimes in doing so it is okay to bend a grammar rule or two in the interest of flow. Just make sure you do this in moderation and when appropriate, after all there is a time and a place for everything! Lastly, don’t forget to incorporate bullets and numbered lists to keep people reading.

Include a call to action. Now this may vary, but projects like ads and emails should always include a call to action that makes the reader want to act immediately. Tell them to do something and what that something is. For blogs and social media, your call to action may be more of a social message, urging the reader to join the conversation, share or retweet.

Proofread! No matter how long you have been writing, you will always have to proofread your work before publishing. Give yourself a chance to catch simple mistakes by focusing on one line at a time and reading your text aloud. Don’t forget to check your facts, links and spelling.

What’s your most valuable copywriting tip? Share it with us by commenting below!