Never Break These 7 Copywriting Rules
Plus, some stuff about inclusiveness in cooking.
600 of you are here by way of Alex Banks, who generously introduced my Sunday newsletter to you. Welcome! Today's edition will take 6 minutes of your time.
I struggle with writing. All. The. Time.
You probably do too.
So sometimes I need to remind myself of my guardrails, or rules, to help me focus.
For today's newsletter: my seven rules of copywriting.
1) You get only 1 marketing goal. What is the ONE action you want your readers to take? Buy your product? Register for your webinar? Pick one. Any more than that and you'll muddy up your message. Don't be greedy.
2) You get only 1 messaging goal. What is the ONE IDEA you want your readers to leave with? The idea is not the action. They might smash the subscribe button, but that isn't the provoking thought that's lingering in their minds.
3) One idea per sentence. Compound sentences. Independent clauses. Blah blah, that's too hard. Save that for your 2,000-word Substack post. But your LinkedIn post to promote that 15-minute essay? You gotta get punchy. Direct. Active voice. Strip out the adverbs.
4) Write at a 5th grade reading level. More than half of American adults read below the 6th grade reading level. Keep in mind this is copywriting, not a persuasive essay. You're writing for a landing page. Or Twitter. Or a billboard. You're catering to people who read like 10-year-olds AND are skimming.
5) Binary ideas only. Sorry, you don't like that. You're classy and prefer nuance. I would agree with you... if this were a 2,000-word Substack post. Copywriting is the classic way to qualify leads. You want people to think "Hell yes" or "Hell no." Once you have their attention — they clicked on your blog, popped in their headphones for your 1-hour podcast, whatever — then you go into detail to back up your bold claim.
And yes. You have to back it up. Otherwise, you're a grifter.
6) Write your hook at least 3 times. Promo copy for an email? Or a thread? The first intro you write is your personal therapy session: "Every time I sit down to write, I get writer's block. I've realized it's becau—" BLEECHHH nobody cares. But get it out of your system and try again. Good, you're getting closer. Delete that one too. Third time's a charm, right? At this point, you're thinking more empathetically about your reader. You're less focused on what you feel like saying. You're more focused on the value they need from you.
7) Writing and editing are two different activities. Never combine them. It's tempting to bang out that 100-word marketing email and schedule it one sitting. Resist. Mental distance = not getting precious with your ideas. Write the thing and walk away. Switch locations. Do laundry. Have a porch beer with your neighbor. Come back later and edit. I promise you this works.
And if the writing task still feels daunting, take comfort in this final constraint: Your only job is to get the reader to the next sentence.
You got this.
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🍬 Petits Fours
Four bite-sized blurbs linking to interesting content.
🔹 Need a speaker for your next podcast or event? Head to Areej Abuali's database of 399 experts in SEO, content, marketing and leadership. All vetted. Many have done keynotes. Or if you want to shoot your shot, submit your own speaker profile!
🔸 In Defence of Garlic in a Jar: How Food Snobs Almost Ruined My Love of Cooking: "It seems the aesthetics of being a good cook by using fresh ingredients have always triumphed over convenience. But the disdain for shortcuts and anything that isn’t fresh feels especially pronounced today."
🔹 I f***ing get it … Representation Matters: "I’m OK being the first black anything. I’m an innovator, by my nature I like going into things others likely haven’t done. So when it comes to race…I’ve actually never needed to 'see black people' in the role to feel like it was possible for me."
🔸 Visakan Veerasamy on audience growth: "Oversimplifying your stuff is like chewing people’s food for them. The audience grows faster but they mostly demand more baby food and you become a caricature."
🧄 Kitchen tools that might be easier on your hands or body
In the spirit of the "In Defence of Garlic in a Jar," post I shared above, a list of my five favorite kitchen tools and tips to make meal prep more accessible:
1️⃣ OXO Good Grips can opener: Someone once told me that the OXO founder created the houseware brand in honor of his wife who lived with arthritis. So now, OXO is the first place I check for any new tools. In particular, I love their can opener. It's easy to clip on and turn the dial.
2️⃣ Pyrex glass storage containers: Most people recommend the fancy storage containers that clip and lock on all 4 sides. But I find those hard to use. I have to lean onto the container with my full bodyweight in order to snap them shut. And I'm short — which means leaning onto a kitchen counter higher than waist-level is hard to do. These Pyrex containers have soft plastic lids that seal on easily. They might not be officially leak-proof but I've never had problems. Plus, they're not that large, which means they can't get too heavy.
3️⃣ Oval or rectangular measuring spoons: These are objectively better than round counterparts because these will actually fit into your narrow spice jars. This isn't an accessibility issue. It's just a smart purchase.
4️⃣ Ove Glove oven mitts: I can hear you laughing. Har har. You can use those weird silicone fingertip mitts* if you like, but don't get mad at me when you burn your hand trying to pour soup from a heavy saucepan. You need heavy duty mitts like the Ove Glove when you're pulling a 12-pound roast out of the oven (and please, protect your body: back straight, chest up, lower into a squat). These mitts are also helpful if you have carpal tunnel, arthritis, or have weak wrists or hands.
5️⃣ Tip: Make a batch of minced garlic: If you don't have jarred minced garlic and you'd like to make your own (or make it for someone else), grind a bunch of peeled cloves in a food processor, transfer to a mason jar or glass container, and cover that minced garlic with olive oil. Seal with lid. It should keep in the fridge for about 1 week.
*I am allowed to make fun of these because I also use them.
🎤 I'll be in Seattle for MozCon
My first flight since September 2019.
My first in-person conference since 2018.
My first in-person speaking engagement since 2017.
I am nervous. 😅 But I'm super excited to hang with my SparkToro family before the event.
If you're attending MozCon, please be sure to say hello! I'll be there on Wednesday, July 13.