5 golden rules for writing short-form copy

Short-form copywriting is my bread and butter.

I’ve written ads that have generated multiple six-figures in sales and managed email lists producing millions of dollars in revenue per year.

One of my favorite parts about writing short-form is simplicity.

Focusing on just a few key pieces can take you a very long way.

So today, I’m sharing my 5 golden rules for writing short-form copy

Let’s dive in.

Read time: 2 minutes and 38 seconds

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Rule #1: Omit needless words

The Elements of Style was originally published in 1918.

Anyone who writes for fun or profit should read the updated version.

One lesson that’s highly relevant for short-form copywriters is to “omit needless words.”

Bloat is the enemy.

Especially when character limits come into play.

So cut out everything that isn’t necessary.

Examples:

• That

• Very

• Really

• In order to

Know how much real estate you have to work with, then make the most of it.

Rule #2: Use the active voice

Writing for impact is different than writing for academia.

Powerful writers avoid the passive voice at all costs.

Instead, use declarations, active verbs, and direct commands to make your writing hit hard.

Emphasize the actor and the action.

Examples:

• “This copy was written by you” vs “You wrote this copy”

• “The deal was closed by Michelle” vs “Michelle closed the deal”

• “That commission was earned by Joe” vs “Joe earned that commission”

Rule #3: Read it out loud

If you’ve ever written a script before…

You know some things look great on paper, but sound terrible when you read them out loud.

Always read what you write out loud before you publish.

Find all the rough edges & choppy transitions, then smooth them out.

Good news is, this is much less tedious with short-form copy than with a webinar, sales letter, or VSL script.

It should only take you a few minutes per piece.

Rule #4: Vary your sentence length

All writing has rhythm.

Using the same sentence length over and over again puts people to sleep.

So mix it up.

Go for short, medium, then long.

Think about it like music and pay attention to how it sounds.

Plus, varying your sentence length mixes up both your auditory and visual flow, making it even more enticing to readers on mobile devices.

Rule #5: Don’t use a fancy word when a simple one will do

Want your writing to resonate with an audience? Avoid big words.

They turn people off.

Plus they clog up the flow of your writing.

Write to a 5th-grade reading level so more people can read & understand your message.

Use a tool like Hemingway to audit your writing before your publish.

And make a point of avoiding words with more than 4 syllables.

More readers = more reach, sales, and impact.

Putting It All Together

Follow these 5 golden rules if you’re writing short-form copy:

1) Omit needless words
2) Use the active voice
3) Read it out loud
4) Vary your sentence length
5) Don’t use a fancy word when a simple one will do

That’s it.

Thanks for reading!

See you next week.

Jim Hamilton