1. If you want your reader to feel your words are for them, use ‘you’ and ‘your’ – not ‘we’, ‘us’ or ‘our’. Most people are not interested in what you do, only in what they get.

2. Know what your reader’s challenges are and do your research well so they really are your readers’ issues, not what you think they ought to be!

3. Make sure you address the challenges identified, both by recognising them as issues and suggesting there’s a solution.

4. Create a picture in words of what life might be like with your solution in place and their issues resolved.

5. Don’t confuse them with industry jargon (even if you think they understand it), stick to clear, simple words and phrases, explain any acronyms in full at least once on each page.

6. Make sure your copy is benefit-rich, full of emotional triggers; that’s what makes your message powerful.

7. Take the reader on a journey, guide them through your website. Make finding the next important piece of information easy for them to get to. Give them what they want and make it easy for them to take action.

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