Writing well is an art and takes skill. It’s also a necessity if you want to sell and promote products, services and ideas. In order to grab people’s attention, there are a few rules you should pay close attention to.

Know Your Audience

This is probably the most important rule. Who your audience is will depend on what and how you write. You’re not going to (or shouldn’t) write the same content for both a business person and a teenager. It’s the same for athletes and pregnant women. Each target audience is different and requires special thought on how to address them.

Make Your Audience Feel Emotion

In the advertising/marketing world, we use emotion to grab people’s attention. When you’re selling and promoting a product, make your audience feel something. Make them as passionate as you are. When people are passionate about a product, they will go out of their way to buy it, and tell other people about it.

Find Your USP

Don’t know what USP stands for? Well, it’s time for you to learn! Find a unique selling proposition for your product. Your USP will help you distinguish your product from competitors. The more your product stands out, the more likely people will remember it. Your proposition also needs to be strong enough to pull in new customers.

Strong Headline

The first thing people see when reading an article or email is the headline. It can determine if they will click to open it. You need to convince your audience that they should read your content.

Tip: Buzzwords are fabulous in headlines, especially the word “you.” Address the reader personally.

Include Customer Quotes

Do you have quotes you can use? If not, you better get on it and start talking to your customers and see what they are really saying. People are more likely to believe customer reviews than what you’re saying about it. Reviews show what people are currently saying about your product and whether they hate it or love it. A convincing quote adds credibility to your product.

Clean, Concise and Simple

Keep your copy simple and to the point. But don’t sound blunt either. You’re more likely to lose your audience’s attention if you’re rambling on. They want you to get to the point.

Tip: After you write your copy, edit it two or three times and see if you can eliminate some of the wordiness.