2. Be the solution
-Position you, your company or your product as the answer to their needs
-Give me a reason to respond

3. Promise benefits. Support with features.
-“Save time,” “protect your posture,” “learn to play like a pro” — these are benefits
-“Long-life battery,” “telescopic handle,” “top-ranked tennis teacher” — these are features

4. Offer a Unique Selling Proposition (USP)
-Differentiate your product with a distinct characteristic or benefit
-Play up one quality that no one else can

5. Forget words like “best,” “premier,” “leading” and number one” — unless you can prove it

6. Say stuff once and move on
-Organize your copy points by topic
-Avoid redundancy
-Don’t say the same thing different ways (like I just did)

7. One person at a time, please
-You’ll never be everything to everybody
-Define your audience
-If you have more than one, direct them to their own section within your site

8. Use your voice
-Match your copy tone to the personality of your product and to the layout
-If it’s hip and casual, be glib, WTF
-If it’s sleek and sophisticated, pen with polish and panache

9. Tell me where to go and what to do
-Directions are good
-It’s okay to say, “buy now,” “click here,” “check out this site”

10.Be brief or say buh bye
-Assume your reader has the attention span of a tic
-Keep it short or you’ll lose them
-Save the long paragraphs and fine details for 2nd and 3rd layer pages

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