Copywriting
101 bites tagged Copywriting — interview questions with model answers, and 60-second explainers.
Cialdini's Principles: The Science of Persuasion
Persuasion isn't an art; it's a science based on six universal principles for building relationships. Use them to ethically increase profits in business or get a "yes" in daily life, like asking a neighbor for a favor.
Brand Voice vs. Tone: Personality vs. Mood
Think of voice as your brand's consistent personality and tone as its mood, which adapts to the situation. This distinction guides all copy, from celebratory emails to error messages. The main footgun is forcing one tone, like humor, everywhere.
The PAS Formula: Turn a Reader's Pain into a Purchase
The PAS formula turns pain into a purchase by stating a problem, making it feel worse (agitating), then offering your product as the solution. It's used in ads and landing pages where you need to be persuasive fast.
The Inverted Pyramid: Lead with the Conclusion
Lead with the conclusion, then add details in decreasing order of importance. This structure ensures readers get the main point even if they stop reading early. It's crucial for news, bug reports, and docs. The footgun is burying the lede in context.
Plain Language Writing: Write for Your Audience, Not Yourself
Plain language isn't dumbing down; it's writing so your audience can understand and act on information the first time. Use it in UI copy and docs to reduce user error. The footgun is assuming your audience shares your jargon and context.
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