How to write for the internet
Bad copy kills businesses, good copy makes them.
I think we’re entering an era where the best products don’t necessarily win, the best copy does.
Most people write copy like they are writing instruction manuals.
They got lost in explaining how the sausage is made and no one cares.
And even worse they use that same robotic copy in the content they create.
How to write good copy for the internet:
- Paint a picture
Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of.
2. Conversational tone
Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home.
3. Use line breaks generously
Space out your sentences like breathing spaces in a conversation. It makes everything easier to read and feels less crowded. People don;t have time to read dense paragraphs when you are competing with TikTok and Instagram.
4. Hone in on a single focal point
Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing.
5. Shows credibility with examples
Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool.
6. Anticipates concerns and works through objections
Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them.
7. Entertaining
Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier.
8. Know who you’re trying to reach
Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a good friend.
9. Show how the product works
Explain how things work in simple terms. It’s like explaining a game so everyone can play.
10. Has clear calls-to-action
Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost.
11. Don’t be a robot
Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform.
12. Be different than your competition
Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is doing the same dance.
13. Use positive words
Use words that make people feel good and hopeful. It’s like smiling through your words.
14. Avoid exclamation points
Use them sparingly. It’s like not shouting in a conversation.
15. Clear and concise
Keep it short and sweet. It’s like telling a story without adding unnecessary details.
16. Safe copy is risky copy
Dare to be different. It’s like taking a new path through the woods instead of the worn trail.
17. Be interesting, be brave
Write something that grabs attention. It’s like telling a story that no one wants to end.
18. Every word matters
Choose your words carefully. It’s like picking out just the right ingredients for a recipe.
I hope this guide has been helpful.
Remember that your words are more than mere carriers of information; they are the lifeblood of your online presence. Each sentence you craft is a bridge between you and the world, a chance to not just inform but to touch, entertain, and inspire.
The internet is a canvas as vast as the imagination, and your copy is the paintbrush. Choose your words with care, wield them with courage, and never forget that in the realm of the digital, where fleeting attention is the hard currency, being forgettably safe is far riskier than being memorably bold.
As you venture back into the world of ones and zeros, take these insights as your compass, guiding you to write not just for the eyes, but for the heart and mind.
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Next up, bookmarks I saved this week worth reading
#1
Lots of founders probably identify (and struggle) with this. Well-said.
#2
Could not agree more.
#3
The power of creators.
#4
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6:14 AM • Mar 3, 2024
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Observation: more and more people want slower, less cut up, more amateur type video. And now Mr. Beast is even saying it.
#5
The saying "AI will create more jobs than it replaces" I don't think will be true. AI will make companies more profitable than ever and many junior/mid-level folks will lose their jobs.
Free startup ideas
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- He earns $500k/month from his luxury watch community. Apple, Spotify, YouTube.
- I met the most obsessed man on the internet and his name is Zach Pogrob. Apple, Spotify, YouTube
- The Co-Founder of this $75M+ business gave me his best startup ideas with Alex Lieberman. Apple, Spotify, YouTube
- How to find million dollar ideas with Noah Kagan. Apple, Spotify, YouTube
- Bonus: episode coming out within 48 hours with 3 startup ideas I'm thinking about. Subscribe to Apple Podcasts, Spotify and YouTube so you don't miss it.
Enjoy!
P.S some resources for you when you're ready:
- Community empire. Private membership for people building businesses powered by the internet. Price is increasing in 24h 50%. Lock in current price here
- Dispatch. Design partnership to make your websites, apps, social content look beautiful. "The design partner to scale revenue". Pricing starts at $5995.
- BoringMarketing.com. AI-assisted SEO that will turn your website into a revenue-generating machine. I use this for our entire portfolio, and always surprised with how well-this AI-strategy works.
- Note: BoringMarketing.com also have a free 5 day course on "Boring Marketing" here.
Thank you for reading Greg's Letter. I hope you found it valuable. Forward to a friend if you did or share on social to get others thinking.
I'll keep writing if you keep reading. I read every reply if you care to reply :). You might get an answer back.
Until next week.
Be well,
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