Writing Good Copy: 6 Commandments You Must Follow

The 6 Commandments Of Writing Good Copy

Writing good copy can be a breeze (If you know what you’re doing).

Many business owners and copywriters face the same writing challenge every day. The good news is that writing good copy isn’t rocket science – it’s a skill you can master by following some fundamental principles.

In this guide, you’ll discover the 6 essential commandments of writing good copy that will transform your words from bland to brilliant.

It doesn’t matter if you’re crafting website content, email campaigns, or social media posts, these principles will help you create copy that resonates with your audience and drives results.

Let’s begin:

1st Commandment: Thou Shall Know Your Audience

Before you write a single word, you need to understand who you’re writing for. This is the foundation of writing good copy that connects and converts.

Think of it like this: You wouldn’t talk to your grandmother the same way you talk to your best friend, right? The same principle applies to copywriting. Your words need to match your audience’s language, interests, and needs.

Here’s what you need to know about your audience:

Their pain points keep them up at night. What problems are they trying to solve? What frustrations do they face daily? When you understand their challenges, you can position your product or service as the perfect solution.

Their dreams and aspirations matter too. What do they want to achieve? What kind of person do they want to become? Good copy taps into these desires and shows how your offering can help them get there.

For example, if you’re writing copy for busy parents, you might say: “Imagine getting dinner on the table in 20 minutes – without sacrificing nutrition or taste. No more guilt about serving frozen pizza again.”

2nd Commandment: Thou Shall Lead with Benefits and Support with Features

People don’t buy products – they buy better versions of themselves. This is why writing good copy always starts with benefits.

Think about the last time you bought something. Did you buy that smartphone because it has a 12-megapixel camera? Or did you buy it because you wanted to capture beautiful memories of your family? The megapixels are a feature. The memories are the benefit.

Let’s break this down with a real example. Instead of writing: “Our project management software has a built-in time tracking system.”

Write: “Never wonder where your team’s time goes again. Track hours automatically while you focus on growing your business.”

See the difference? The first version tells what the product does. The second version shows how it makes your life better.

Remember to support your benefits with features, but only after you’ve hooked your reader with the good stuff – the ways your product or service will improve their life.

If you’d like to learn how to write benefits that work, check this out.

3rd Commandment: Thou Shall Write Like You Talk

Good copy sounds like a conversation between friends, not a lecture from a professor. When you’re writing good copy, imagine sitting across from your ideal customer at a coffee shop. How would you explain your product to them?

Drop the fancy words and industry jargon. Nobody impressed their friends by using “utilize” instead of “use” or “implement” instead of “start.” Your readers want to understand you, not reach for a dictionary.

Here’s an example of copy that’s too stiff: “Our innovative solution facilitates optimal time management for professionals seeking to maximize productivity.”

Here’s how you could rewrite it in a conversational tone: “Tired of watching the clock while your to-do list keeps growing? Our app helps you get more done in less time, so you can finally leave work at 5 PM.”

4th Commandment: Thou Shall Make Every Word Count

In writing good copy, less is often more. Every word should earn its place on the page. If removing a word doesn’t change the meaning or impact of your message, delete it.

Think of your words like items in your shopping cart. Each one costs your reader time and attention. Are they worth the price?

Consider these two versions: “In order to get started with our service, you will need to first fill out the registration form that is located on our website.”

Versus: “Sign up here to get started.”

Both sentences communicate the same thing, but the second version respects your reader’s time and gets straight to the point.

A few tips for keeping your copy tight:

  • Cut “very,” “really,” and other intensifiers that don’t add value
  • Replace phrases like “in order to” with “to”
  • Use active voice instead of passive
  • Break long sentences into shorter ones

5th Commandment: Thou Shall Create a Clear Path to Action

Writing good copy isn’t just about explaining your product – it’s about moving your reader to take action. Every piece of copy should have a clear next step.

Think of your copy as a road map. Your reader starts at point A (their current problem) and needs to get to point B (your solution). Your job is to make that journey as smooth as possible.

Don’t assume your readers know what to do next. Tell them explicitly, but do it in a way that feels natural and helpful, not pushy or desperate.

Instead of ending with a weak “Contact us for more information,” try something more specific and value-focused: “Click below to schedule your free strategy session – and get a customized plan for doubling your sales in the next 90 days.”

Remember to make your call-to-action:

  • Clear and specific
  • Benefit-focused
  • Easy to find
  • Low-risk when possible

6th Commandment: Thou Shall Test, Measure, and Improve

The best copywriters know that writing good copy is an ongoing process of refinement. Your first draft is rarely your best version.

Think of your copy as a living document that grows stronger with each version. Test different headlines, calls-to-action, and benefit statements. Pay attention to what resonates with your audience and what falls flat.

Some elements you should regularly test:

Use analytics and tracking to measure the performance of your copy. Which version gets more clicks? Which email subject line has a higher open rate? Let the data guide your decisions.

For example, you might test these two headlines: Version A: “How to Write Copy That Sells” Version B: “Transform Your Words into Sales: A Simple Guide”

Track which one performs better and use that insight for future copy.

Bringing It All Together

Writing good copy isn’t about following a rigid formula – it’s about understanding and applying these core principles in a way that works for your unique audience and offering.

Remember:

  • Start with a deep understanding of your audience
  • Focus on benefits before features
  • Write conversationally
  • Make every word count
  • Guide your reader to action
  • Test and improve continuously

The more you practice these commandments, the more natural they’ll become. Soon, writing good copy will feel less like following rules and more like having a productive conversation with your ideal customer.

Most importantly, don’t let perfect be the enemy of good. Start applying these principles today, even if you’re not confident you’re doing everything perfectly. The best way to improve your copywriting skills is to write consistently and learn from your results.

Your next piece of copy could be the one that transforms your business. So why wait? Start putting these commandments into practice, and watch your words begin to work harder for you.