Clear Concise Compelling Credible
Formula created by Bob Bly
Clear. Write small words, short sentences, and paragraphs. Clarity also comes from clear thinking, understanding what you are talking about and knowing your audience.
Concise. Concise does not mean short copy. It means using the fewest possible words to tell the whole story.
Compelling. Write copy focused on your prospect instead of your product. Focus on their problems, needs, fears, challenges, and motivations.
Credible. Overcome your readers’ skepticism with testimonials, publishing valuable content in your niche, and offering a strong money-back guarantee.