The fine art of copywriting: be friendly

Good copy is communicative, and good communication happens when there’s a rapport between the communicators. You can build rapport with your readers by creating a cordial atmosphere.

Here’s how you can write copy and make friends:

– Have respect. Friends respect each other. Don’t patronise your reader, or try to hoodwink them. Give it to them straight.

– Remember your readers are human. Your reader is an individual, a human being just like you. So address them directly.

– Be nice. You might be selling enterprise communication solutions (WTF?) but you don’t have to spout jargon.

– Be helpful. How can you help your reader? What information might benefit them? What links could you offer them to make their life easier?

– Use nice, friendly words. ‘Killer’, ‘eliminate’ and ‘destroy’ may seem appropriate when describing Mrs Crumbles Kiddie Café, but there are probably nicer words you could use instead.