Consider these the 10 commandments of writing your own sales copy.

They’ve been helping entrepreneurs build empires since back when Moses wore short pants.

If you’re here to take the tips and run, they’re all yours.

But if you have a few minutes, stick around for a breakdown of each beneath the following list (that’s where I share the good stuff).

10 DIY Copywriting Tips That Skyrocket Sales

  • Know thy audience.
  • Write less, research more.
  • Short paragraphs.
  • Shorter sentences.
  • Shortest words.
  • Write how you talk.
  • Say more with less.
  • Keep it simple.
  • Play the ‘why’ game.
  • Make every letter count.

1. Know thy audience.

Don’t stop at age, location, and income. Persuasive copy digs way deeper than the surface level.

Instead, uncover their pains, objections, insecurities, and dreams.

What keeps them awake at night staring holes in the ceiling?

What gets them to hop—not roll—out of bed, plant their two feet on the floor, and dominate the day?

You get the idea...

2. Write less, research more.

Be a regular in forums, poke through reviews, and snoop on your competitors.

Research gets you writing in the right direction.

And it can even write your copy for you.

3. Short paragraphs.

3 sentences, max. Nobody wants to read walls of text.

Just because your 6th-grade English Lit teacher demanded long paragraphs, doesn’t mean you need to follow her rules as a full-grown adult.

Plus, the “rules” of writing have changed… big time.

That’s why you see a pro like me purposely use short, choppy sentences. And I constantly commit the cardinal sin: Intentionally kicking off new sentences with “but” and “and.”

It’s not to spite my teachers. It’s to sell my stuff.

4. Shorter sentences.

Like this.

Here’s 5 tips for writing shorter sentences:

  • Cut non-essential words.
  • Use bullets as much as possible.
  • Trade numbers for numerals.
  • Replace commas with periods.
  • Trim all the fat.

But don’t stop at sentences and paragraphs...

5. Shortest words.

“Pic” instead of “picture.” “Max” instead of “maximum.” “Legit” instead of “legitimate.”

You see where I’m going with this one...

Not only does this cut down long copy, it makes you sound like the human that you are. That, my friend, is a good thing.

6. Write how you talk.

ABC: Always Be Conversational.

Read everything you write aloud (or in your head to avoid looking like a crazie). And ensure it comes across as conversational.

If you wouldn’t say it cheers-ing with your friends or out to lunch with your better half, don’t say it in your writing.

Strange (but effective) example: My full name’s Clayton (ugh). But I always introduce myself as Clay. I’m not going to suddenly refer to myself as Clayton in my copy.

Does that make sense?

I see tons of people type words they’d never use in conversation (AKA in real life) just because they’re suddenly behind a keyboard. I don’t know if it’s the pressure or what, but it’s a strange phenomenon you must avoid.

And for the record, call me Clay.

7. Say more with less.

This one stuck with me the second I saw it: “Write without fear. Edit without Mercy.”

Not sure who said it, but boy is it good.

Hemingway had a fun one too: “Write drunk, edit sober.”

Last one, then I’m done: “The film is made in the editing room.”

Point being: As hard as it is to do, you gotta trim the fat. I typically remove about a third of what I write before hitting publish. Once you defeat the blinking cursor and let the words spill, cut the clutter before you go live.

8. Keep it simple.

Einstein, Da Vinci, and Jobs all agree. Simplicity wins. So, keep it simple (stupid).

9. Play the ‘why’ game.

I believe I borrowed this best practice from the good people at Digital Marketer or AWAI.

Either way, much of my training has come from both. And along the way, somebody taught me the ‘why’ game.

I talk about it a bit here. It’s simple:

You uncover the most powerful benefits your product or service has to offer by asking “why” until you can’t anymore.

I’ll use an example from a past life leading copy for a billion-dollar pet company:

The copywriter I was mentoring had a bullet that read: “Leather leash handle.”

That’s a good feature. But where’s the benefit? After all, people buy on benefits.

So, we played the why game to unearth the good stuff.

Why does a leather leash handle matter? It’s a premium material.

Why? For comfort.

Why? So it doesn’t shred your hands.

Why? So you can take your dog on longer walks.

Why? Walks are good for them.

Before: “Leather leash handle.”

After: “Comfort-grip leather leash handle ensures long walks are never cut short... and every adventure is a blast for you and your pup.”

Which version are you buying?

10. Make every letter count.

If it’s on the page, it must serve a purpose.

Or else you’ll lose your prospect’s attention.

And if every letter counts, every word will count.

If every word counts, every sentence counts.

And if every sentence counts, you can command their attention and influence them to take action.

10 Sales Copy Commandments

Pen those on a scroll, inscribe them on stone, or do whatever you got to do to ingrain them in your brain.

They’re sales-boosting best practices that will last a lifetime.


P.S. If you liked this lesson, you'll love these:

What's a lead magnet?

How to write irresistible sales bullets (in seconds)

How to grow your email list from nothing

Want To Write Better Copy Faster?

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Need help with your copy?

Skip the line: Email me now at clay@speakeasysalescopy.com