Writing Effective Copy

There are articles, books and even courses on writing effective copy for advertising and packaging. You probably don't want to spend that much time studying the subject, so here's a few tips to think about before you sit down to bang out some sales copy.

• Bullet points stand out.
• Make 'em brief.
• More than three reduces the effect.

Effective copy gets you message across in a few muscular words. Look for words charged with positive associations, and work and rework the copy to make it sing. Words matter; would you rather have a segment of muscle tissue from the corpse of an immature castrated bull, or a nice thick juicy steak?