Marketing copywriting

Before writing a word

Settle four things. Copy written without them is decoration:

• Who is reading, and what they already believe.
• What one thing they should understand afterward.
• What they should do, singular.
• What is stopping them — the actual objection, not the polite version.

Writing

Lead with the consequence, not the mechanism. People buy what a thing lets them do. The feature is evidence for the claim, not the claim.

Specific beats superlative, always. "Cuts invoice processing from three days to twenty minutes" outperforms "dramatically faster" because it can be believed and checked. Every superlative is a claim your competitor also makes.