Bigfoot Communications’ Seven Laws of Copywriting
OK, so these are more suggestions than "laws," and I believe that overly rigid adherence to the
rules of grammar and style can result in stilted, lifeless copy. But the following will give you a good
idea of my approach.
1. People respond to stories.
Whether you’re using 140 characters or 1,400 words, people want to hear a good story. Each web
page, brochure, ad, or tweet is a chapter in that story.
2. If you don’t write your own story, your competitors will.
Political types call this “controlling the narrative.” It’s better to be the author of your own story
than a footnote in someone else’s.
3. Writing that tries to please everyone only ends up boring everyone.
Why? When you try to say it all you risk saying nothing much. Focus on differentiators, strengths,
and meaningful benefits. The more you focus, the more your copy stands out.
4. Simple is good.
But it isn’t easy. Business is complex. Time is limited. Attention spans are short. Making your case
with concise, confident, and simple copy is the best way to show you know what you’re talking
about.
5. Simplistic isn’t.
You can’t just say that your solution increases efficiency and lowers costs. You have to say how.
It's the “how” that makes your story credible.
6. Thought leaders don’t overuse jargon.
Jargon has its place. It can be effective shorthand for complex ideas. And a lot of yesterday’s
buzzwords tend to become today’s standard vocabulary (case in point: the term “thought leader”).
But too much jargon obscures a good idea and alienates your audience.
7. Never start a sentence with “In today’s competitive business climate. . . .”
It’s the copywriting equivalent of “Once upon a time . . .” or “Webster’s defines [insert topic here]
as. . . .” And by the way, the business climate has always been competitive.
OK, so these are more suggestions than "laws," and I believe that overly rigid adherence to the
rules of grammar and style can result in stilted, lifeless copy. But the following will give you a good
idea of my approach.
1. People respond to stories.
Whether you’re using 140 characters or 1,400 words, people want to hear a good story. Each web
page, brochure, ad, or tweet is a chapter in that story.
2. If you don’t write your own story, your competitors will.
Political types call this “controlling the narrative.” It’s better to be the author of your own story
than a footnote in someone else’s.
3. Writing that tries to please everyone only ends up boring everyone.
Why? When you try to say it all you risk saying nothing much. Focus on differentiators, strengths,
and meaningful benefits. The more you focus, the more your copy stands out.
4. Simple is good.
But it isn’t easy. Business is complex. Time is limited. Attention spans are short. Making your case
with concise, confident, and simple copy is the best way to show you know what you’re talking
about.
5. Simplistic isn’t.
You can’t just say that your solution increases efficiency and lowers costs. You have to say how.
It's the “how” that makes your story credible.
6. Thought leaders don’t overuse jargon.
Jargon has its place. It can be effective shorthand for complex ideas. And a lot of yesterday’s
buzzwords tend to become today’s standard vocabulary (case in point: the term “thought leader”).
But too much jargon obscures a good idea and alienates your audience.
7. Never start a sentence with “In today’s competitive business climate. . . .”
It’s the copywriting equivalent of “Once upon a time . . .” or “Webster’s defines [insert topic here]
as. . . .” And by the way, the business climate has always been competitive.
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