Product Marketer

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Copywriting fundamentals

use 7th grade vocabularly, simple words

be specific, don't be vague, avoid adjectives, use numbers wherever possible: instead of "lots of users" write "70% of users"

write short sentences, short pages, short messages; remove everything that can be removed

avoid passive voice: “Big progress was done” ⇒ “This month development team closed 20% tickets more”

talk to your specific reader; remove formal language, speak just like you talk; read it out loud, does it sound natural?

use formatting to gain readability: paragraphs, lists, bold; avoid text 'blobs'

avoid AI slop : "it's not X it's Y", AI exaggerated vocabulary, fake questions, over-bait, enforced structure

let someone from your team read it first; remove confusing text structures and simplify, you often won't see your own obvious text issues and typos

practice daily, the more you publish the better you become; practice copywork: rewrite great copy pieces word-to-word

Start writing from a thoughtful structure

titles are the most important piece of content; if titles are bad, people won’t read rest; keep them super short and actionable, promising something; same way hero section, title slide or first seconds in your video is the most important piece of your content

table of contents is the second most important part of your content; table of contents supports a big promise from a title and leads a reader to the end

The shortest course on copywriting

David Ogilvy aka “the father of advertising” memo to his team

Copy Mastery

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