1.Allontanati dalle allitterazioni, anche se allettano gli allocchi. ->ripetizione dello stesso suono, es. "L" 2.Non è che il congiuntivo va evitato, anzi, che lo si usa quando necessario. 3.Evita le frasi fatte: è minestra riscaldata. 4.Esprimiti siccome ti nutri. ->parla semplice, accessibile, pulito 5.Non usare sigle commerciali & abbreviazioni etc. 6.Ricorda (sempre) che la parentesi (anche quando pare indispensabile) interrompe il filo del discorso. 7.Stai attento a non fare... indigestione di puntini di sospensione. 8.Usa meno virgolette possibili: non è "fine". 9.Non generalizzare mai. 10.Usare le parole staniere non è bon ton e potrebbe portare a misunderstandings. 11.Sii avaro di citazioni. Diceva giustamente Emerson: "Odio le citazioni. Dimmi solo quello che sai tu". 12.I paragoni sono come le frasi fatte. 13.Non essere ridondante; non ripetere due volte la stessa cosa; ripetere è superfluo (per ridondanza s'intende la spiegazione inutile di qualcosa che il lettore ha già capito). 14.Solo gli stronzi usano parole volgari. 15.Sii sempre più o meno specifico. 16.La litote è la più straordinaria delle tecniche espressive. 17.Non fare frasi di una sola parola. Eliminale. 18.Guardati dalle metafore troppo ardite: sono piume sulle scaglie di un serpente. Non usare metafore incongrue anche se ti paiono "cantare": sono come un cigno che deraglia. 19.Metti, le virgole, al posto giusto. 20.Distingui tra la funzione del punto e virgola e quella dei due punti: anche se non è facile. 21.Se non trovi l'espressione italiana adatta non ricorrere mai all'espressione dialettale: peso el tacòn del buso. 22.C'è davvero bisogno di domande retoriche? 23.Sii chiaro e coinciso, cerca di condensare i tuoi pensieri nel minor numero di parole possibile, evitando le frasi lunghe - o spezzate da incisi che inevitabilmente confondono il lettore poco attento (o di scarsa sottigliezza) - affinché il tuo discorso, ancorché utile, non contribuisca a quell'inquinamento dell'informazione che certamente (specie quando il tuo periodare sia inutilmente farcito di precisazioni ultronee, termini obsoleti, anafore o catafore poco disambiguabili, ircocervi lessicali) è sempre segno di mala affectatio - e pertanto non indulgere ad arcaismi, apax legomena o altri lessemi inusitati, e soprattutto guardati da quei tecnicismi che eccedono le competenze cognitive del destinatario, evitando pertanto deep structures rizomatiche (per quanto ti appaiono come altrettante epifanie della differanza grammatologica e invitino alla deriva decostruttiva) - ma peggio ancora sarebbe se risultassero eccepibili allo scrutinio di chi legga con acribia ecdotica. 24.Gli accenti non debbono essere nè scorretti nè inutili, perchè chi lo fà sbaglia. 25.Non si apostrofa un'articolo indeterminativo prima di un sostantivo maschile. 26.Non essere enfatico! Sii parco con gli esclamativi! 27.Neppure i peggiori fans dei barbarismi pluralizzano i termini stranieri. 28.Scrivi in modo esatto i nomi stanieri, come Beaudelaire, Rooswelt, Niezsche, e simili. 29.Nomina direttamente autori e personaggi di cui parli, senza perifrasi. Così faceva anche il maggior scrittore lombardo del XIX secolo, l'autore del "Cinque maggio". 30.All'inizio del discorso usa la captatio benevolentiae, per ingraziarti il lettore (ma forse siete così stupidi da non capire neppure quello che vi sto dicendo). 31.Cura puntiliosamente l'ortograffia. 32.Inutile dirti quanto sono stucchevoli le preterizioni. 33.Non andare troppo sovente a capo. Almeno, non quando non serve. 34.Non usare mai il plurale majestatis. Siamo convinti che faccia una pessima impressione. 35.Non confondere la causa con l'effetto: saresti in errore e dunque avresti sbagliato. 36.Non costruire frasi in cui la conclusione non segua logicamente dalle premesse: se tutti facessero così, allora le premesse conseguirebbero dalle conclusioni. 37.Non devi essere prolisso, ma neppure devi dire meno di quello che. 38.Una frase compiuta deve avere
1. What's In It For Me?
This may sound rude, but nobody cares what you think. Nobody cares about your company history or your products--until you make them care. Most website copy is focused on the business instead of the visitor. In order to get the visitor interested enough to stay on the page, the copy must be focused on them. How? Read through all the copy and highlight every time you see the words "I" or "our" or "we" and see if you can change them to "you" or "your".
Instead of: "Our product makes housework easier."
Try: "You'll breeze through your housework in half the time with the Acme Insta-Clean."
2. What's The Problem?
Every product or service sets out to solve a problem. It gets out dirt; it quenches thirst; it does taxes in half the time. But too many businesses never spell out the problem in their copy, so the visitor sighs "that's nice" and hits the back button. Good copy paints a picture of the problem so it agitates the visitor and captures his attention.
Instead of: "We clean your floors."
Try: "Are you sick of spending hours of back-breaking work just to keep your floors clean?"
3. What's The Solution?
Once you've presented the problem and captured the visitor's attention, you need to present the solution. Paint pictures. Explain in vivid detail how an Insta-Clean will save them time and energy and money and anything else you can think of. Always present the solution in terms of benefits, not features.
Instead of: "Acme Insta-Clean has a patented steam clean system."
Try: "Stubborn carpet stains melt away easily with its patented steam clean system."
4. Why You?
Once you've established that there's a solution, now you need to explain why your solution is the best one. It's highly unlikely your solution is the only one around. So, you have to give the visitor a reason to buy from you instead of someone else. Is your solution cheaper or faster? Are you local? Do you have 125 years of experience in the cleaning business? Give them a compelling reason (or ten) to hit that order button.
5. Social Proof
People rarely act alone. It's a huge risk to buy from you, unless there's proof that other people have purchased from you and had a great experience. Social proof means that you've demonstrated that other people "just like me" have purchased and enjoyed a certain product. Or that lots of people have had great results using your service. Testimonials, reviews and case studies are the most common forms of social proof.
You don't need dozens of testimonials, sometimes just one will do the trick. But generally the more you can show positive results for other people, the more sales you'll make.
6. Risk Reversal
No one likes to take a risk. And ordering anything online is a big risk. Is the shopping cart secure? Will my credit card be charged twice? Will I get unsolicited email? What if I want to make a return? The brain can come up with loads of risk-related objections. So, do your best to eliminate as much risk as possible. The easiest way to do that is with a money-back guarantee, but that's not always possible. Something as simple as a testimonial saying "I was so happy to get a real person on the phone to help me with my order" can go a long way to reducing risk in the mind of the visitor.
7. Call To Action
Every single page on a website should have a call to action. The most obvious type is asking for a sale. But it doesn't always have to be "buy now." It could be to call you. It could be to send an email. It could be to click and view a video.
A call to action is simply telling the visitor what to do next. They need to be directed through your site so they eventually take the desired end action. Make sure every piece of copy has some sort of direction or call to action that tells the reader where to go next. A simple link is fine, but tell them where they're going and why.
8. Skim & Scan
Good design is easy on the eyes, and so is good copy. When your visitor first lands on the page, they don't start reading from the top to the bottom. They skim and scan to see if the page contains the information they're looking for. Only about 10% of the copy on a webpage is read by the visitor. So it's really important to get your point across quickly. Short paragraphs and bolded subheads help people skim and scan. Really good copy will tell the story (and make the sale) using nothing more than the headline and subheads.
9. Quick Decision Makers
Every visitor has his or her own personality, and it may not match your personality. Many people coming to your site will be quick decision makers. They want to know what it is, why they need it and how much it costs. And they want to know in under 10 seconds. So, for these people, you need to put the most important information above the fold. In other words, make sure they don't have to scroll down to get a complete picture of what you're offering. You'll also want to put any opt-in forms or order buttons above the fold, too.
10. Slow Decision Makers
For those personalities who are slow decision makers, you need to explain things in great detail. These people are the methodical personalities. They want to know what the steps are, how it works, what happens when they order. Writing the process out in a step-by-step manner satisfies their need to know all the facts before making a decision. They don't mind reading a lot of text, so don't be afraid to spell out everything in great detail. Of course, you can also use links, videos and info-graphics to do some of the explaining for you.
ann h1 tag at leat 2 h2 tags metadata, including dexscription and keywords links to other related content alt tags for images
an inverted pyramid writing style chunking bullets numbered list following a style guide
context respect for the audience's reading level articulate an old idea in new way
a call to action a place to comment an invitation to share links to related content a direct summary of what to do
something to provoke an emotional response a reason to share an ask to share an easy way to share personalization
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