Whether you’re responsible for writing the copy for your company’s marketing collateral or you’re reviewing the work of a freelancer you hired, your copy should always be in line with these 23 rules and tips.

1.    Mention a powerful benefit in your headline

2.    Focus on benefits, not features

3.    Talk with your customer, not at them

4.    Ditch the big words for words that everyone understands

5.    Avoid superlatives and buzz words

6.    Answer your reader’s question of “What’s in it for me?”

7.    Use short paragraphs

8.    Use bullet points and numbered lists

9.    If you can say it in fewer words, do so

10.    Address common objections in your copy

11.    Never write before doing research

12.    Use statistics and relevant facts to build credibility

13.    Use the word “you” more than “we”

14.    Include trust-building testimonials (real ones)

15.    Write clear, powerful calls to action that tell readers exactly what to do

16.    Have a guarantee that reduces or eliminates risk

17.    Always be testing

18.    Write the way you and your target audience talk for conversational copy

19.    Use P.S. in sales letters

20.    Write for your customers first, search engines second

21.    Create a sense of urgency in your offer

22.    Replace generalities with specifics

23.    Appeal to reader’s emotions

Which copywriting rules would you add to this list? Leave a comment to let us know!