Stop being boring

What captures you? What type of copy draws you in, makes you want to keep reading and reading and reading?

And how in the world can you write like that? Well I’m no expert, but I like to think a thing or two has sunk in over the past couple years…

1. Don’t be too fancy.
Avoid long, pretentious words that no one uses (or understands). It makes you look like a donkey. And nobody will like you. Seriously. Nobody.

2. Benefits over features
People don’t care how many watts your new tanning bed has. They care how sexy they will look after they visit. Focus on the benefits in your writing.

3. Be specific
Vague clichés are so last season. You’re going to make “my dreams come true” ? Huh? A bank can do that? No. Really. What can you do for me, and why should I care?

4. Study copy
Read, read, read. Seths Blog,
The Daily Blur and Fuel Your Writing are some of my favorites

5. Be authentic
Don’t fake it. The bs monitors out there will get you.


As students, we tend to write in clichés. It’s what we know. It’s easy. Do you really want to be easy? This is my discovery of the day. How to Use Clichés Hope you enjoy. I hope you go buy Dictionary of Clichés too. I did.

Ok, that’s what I know. What don’t I know? What are other copywriting tips for students?