What’s the best way to write good copy?

David Jackson (Founder, Seeking Alpha)
Best practices in copywriting for marketing your product | A Founder’s Notebook

Don’t make it about you. I want to know what all that work means to me.

John Moore Williams (Head of Content Strategy at Webflow)
10 UX copywriting tips for designers – InVision Blog

When you’re writing copy: 1. Embrace the power of “you”: The word “you” catches attention and establishes a relationship between you and your reader. 2. Don’t make it about you [the seller]. I [the buyer] want to know what all that work means to me. 3. Don’t try to sound smart. Aim for a 5th-grade reading level.

John Moore Williams (Head of Content Strategy at Webflow)
10 UX copywriting tips for designers – InVision Blog

When you’re editing copy: 4. Read it aloud. If it doesn’t sound right read aloud, it’s not conversational. 5. Be the editor writers hate. Aim to cut 50% of your word count with each editing round. 6. Remember that writing and editing are different. Don’t try to write and edit at the same time.

John Moore Williams (Head of Content Strategy at Webflow)
10 UX copywriting tips for designers – InVision Blog

When you’re designing copy: 7. Label. People don’t know what they’re looking at unless you tell them. 8. Embed links in relevant, descriptive language. Make sure your links make it extremely clear what will happen on click. 9. Design with content in mind. Consider whether design is helping or hindering your writing. 10. Scale the page to the topic. If your product’s unfamiliar, complex, or expensive, you’ll usually need more content.

Geoffrey James (a contributing editor for Inc.com, is an author of the award-winning blog Sales Source)
Get Inside a Customer’s Head

Imagine that you look like the customer: same height, same weight, same complexion, same gender. (Hint: check out his or her LinkedIn photo. ) Imagine that you have the exact same background: same education, same companies, same experience. (Hint: LinkedIn again. ) Imagine you must deal with the same challenges: the same customers, the same colleagues, the same vendors, the same bosses. Finally, from that perspective, ask yourself: What benefits … (read more)