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The document provides tips for writing compelling copy, including being excited, knowing your audience, giving the audience a reason to care, avoiding vague "weasel words", laughing to stay creative, writing down all ideas, and referencing other successful works ("stealing") for inspiration. It warns against using qualifiers like "often" or "probably" that weaken statements and advocates for an active voice to engage readers in a conversation.
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- 1. Weasels are the worst A guide to writing compelling copy
- 2. An introduction Who am I and why am I talking about this? -@justplainmeg -UNL Advertising Major -Writer turned copywriter
- 3. Get Excited!
- 4. Know who you’re talking to.
- 5. Why should they care? What’s in it for them? Give them reason to keep reading. Ex: Get up to $1,700 in Apple gift cards with your deposit Ex: Act by <date> to get up to $1,700 in Apple gift cards
- 6. Weasels are the worst. Weasel words are those pesky downers that stunt your copy and prevent it from being the delightful, razor sharp communication that it can be. Qualifiers: often, almost, probably and other adverbs Don’t be wishy-washy. Says who?
- 7. Active voice is your friend! It’s a conversation. Be concise.
- 8. CREATIVITY & COPYWRITING! Take a break, laugh a little.
- 9. CREATIVITY & Write it ALL down. COPYWRITING!
- 10. CREATIVITY & Swipe file! COPYWRITING! Novels Steal from Postcards the people you want to Pictures Quotes be like. Newspaper clippings Short stories
- 11. How to write compelling copy: Be excited! Know your audience. Give them a reason to care. Avoid the weasels. Laugh a little. Write it ALL down. Steal.