1. Short lists get read.
   
   
2. Attention spans are short. So is good copy.
   
   
3. Get the point. If you don’t know your client’s message, you cannot communicate it.
   
   
4. Good copy is architecture. With no logical structure, even the most glib words will fail their mission.
   
   
5. Print readers typically attend in this order: 1) headline/arresting visual 2) photo captions 3) subheads 4) bullet points 5) body copy. Devise your copy strategically to make your point. This changes on the web when motion is used.
   
   
6. Use subheads to break paragraphs into bite-size chunks. Subheads need not strictly pertain to the text below them. A reader scanning just subheads should get a distilled version of your message.
   
   
7. Radio ads featuring conversations between two characters draw listeners in because humans are natural snoops.
   
   
8. Every brochure should have a headline. So should every web site home page.
   
   
9. If possible, begin headlines with a verb. Readers respond to commands. Studies show that web banner ads that contain the words, “Click here” get clicked more often.
   
   
10. When reviewing copy for the umpteenth time, read it backwards. Good copy flows, making it easy to gloss over errors. Read the last sentence first. Then the second to last and so on. You’ll catch more mistakes.