Web-writing tips from 7 legendary copywriters

If you want your online content to turn readers into buyers, consider these pointers from some of advertising’s biggest players.

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We think writing has changed. We try to reinvent the wheel, and hunt the Web for the latest, newest, shiniest tips.

Web copy is different from old-fashioned advertising copy, isn’t it?

Yes, of course some things have changed. We have to deal with information overload more than ever before, and our attention spans may be shorter. Our ability to assess information may have sped up. Our talent for searching the Web has grown exponentially.

But basic human needs remain the same: our need to belong, be loved, be free from pain and fear and to care for our loved ones.

Copywriting isn’t just about choosing the right words. It’s about understanding your audience and addressing its needs. Copywriting is marketing, sales and psychology.

That’s why century-old copywriting guidance is still valid today.

These legendary writers can teach us a few tricks for writing Web copy:

Lesson 1: Explain why readers need your product.

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