What is “good” copy? 10 copywriting principles that guide my work
It’s no secret that the right copy can connect with your audience on a deeper level, attract more of the right clients, and help you grow your business with more alignment and ease.
And in contrast, the wrong copy can confuse your audience, push away potential clients, undermine your credibility, and move you further away from reaching your goals.
But what separates the right copy from the wrong copy? And what makes “good” copy good?
Lately, I’ve been thinking about my own values and convictions when it comes to creating copy that supports my clients’ goals and dreams for years to come, and I’ve been inspired by Dieter Rams’ “Ten Principles for Good Design.”
So, here are my ten principles for good copy — the kind of copy that connects, converts, and creates a better world for your brand and community.
1. Good copy is clear.
Clarity should always come before cleverness. Good copy answers the reader’s questions with words that feel familiar. It communicates what the offering is, what makes it different, who it’s for, why they should care, and what action the reader should take to move forward.
2. Good copy connects.
It doesn’t just sound nice — it truly resonates with the reader. The writing process starts with researching the company, customers, and competitors to craft strategic, empathetic copy that connects on a deeper level.
3. Good copy is concise.
Readers have limited time and energy — so good copy uses the fewest words possible to achieve the desired results.
4. Good copy cares about the reader.
It puts the reader first, speaks their language, and focuses on what they care about — their needs, fears, values, and desires. Good copy is inclusive and accessible to people of all backgrounds. It communicates pricing and entry requirements. It doesn’t manipulate or trick someone into a sale.
5. Good copy is conversational.
Whether seen, heard, or spoken, the words have a natural flow to them, as if the brand is sitting across the table, having a real conversation with their customer.
6. Good copy is consistent.
Every piece of copy is part of a larger conversation between a brand and its audience. A cohesive message with a consistent voice and tone builds trust by showing readers that the brand has the same heart and soul everywhere it goes.
7. Good copy is honest.
It tells the truth, without exaggeration. It backs up its claims with data and testimonials. And it does so while staying true to the brand’s authentic voice.
8. Good copy inspires.
It compels readers to take action by clearly communicating how to do so and reducing any resistance standing in the way. Good copy moves a brand’s community to be part of something bigger.
9. Good copy is thorough.
The right words rarely appear out of thin air; they’re the result of in-depth research, testing, editing, and iteration to discover what truly works. The little things matter — down to the smallest details like spelling, grammar, tone, and style.
10. Good copy is beautiful.
Copy and design go hand in hand. Without compelling visuals, even the most thoughtful words will struggle to deliver the desired results. Bringing a message to life is a true collaboration between the copywriter, the client, and the entire creative team.
The key to better brand copywriting
So, there you have it — my take on how to create good copy that connects with the right people and takes a brand to the next level.
This list isn’t meant to be exhaustive or static; every copywriter does things a bit differently and I hope my own perspective will continue to evolve with each client I serve.
But if these principles resonated with you and you’re looking to infuse your brand with words that call in more of the clients you want, I’d love to chat with you about how we can work together on your copywriting and messaging strategy.
In the meantime, check out my portfolio to see my copywriting approach in action.