Rule #3: Quality not quantity
Just because you have a defined word count or character limit, it doesn’t mean you have to achieve it. If you’ve said everything you need to, stop. Your readers will not appreciate unnecessary waffles. It’s actually a useful exercise to challenge yourself to write in as short form as possible. Obviously, this is more pertinent to online channels, social media particularly, but don’t protract your writing anywhere (both online and offline) or it’ll get boring.
Rule #4: Influence not interruption
Traditionally, marketing operated by interrupting the reader to deliver an announcement. Now, marketing works to influence the reader by enabling a conversation between a proposition and a prospect. You should (1) find your voice, (2) create an argument, (3) formulate your proposition, (4) understand your prospect, and, finally, (5) bring your copy to life.
The last of these, bringing your copy to life, is trickier than it might sound. Without getting overly technical with regards to literary devices, use verbs, single-syllable words, and full stops to generate energy. Within your sentences, start with the subject and verb; end on a high with a strong word or phrase and don’t let it dribble away.
Rule #5: Structure not uninviting blocks of text
We touched upon this briefly above. Even the most prolific reader is put off when confronted with pages of unformatted writing. The ability to scan is essential. With this in mind, summarise the whole piece upfront in a one-paragraph introduction, break up content regularly with subheadings and bullets (more on this below), highlight quotes and important facts or statistics to draw the eye, and use amazing visuals. Employing all these tools will bring successful results.