18 ways to write better business copy

It’s tough to differentiate between a wise investment and a wasteful rabbit hole, but one thing you should not skimp on is writing.

As you launch your company, you’re probably jumping into a crowded field. Good copywriting will give you a distinct voice among the competition and, most important, help you convert more customers.

Here are 18 tips to write copy that convinces, influences and converts:

1. Write conversationally. Communicate with people as you would over coffee. Eliminate industry geek speak. Delete jargon and insider phrases that might cause confusion. If you use technical terms, define them.

Write with a casual tone, and emphasize clarity over trying to sound smart.

2. Learn how to write a great headline. David Ogilvy knew that people tend to read headlines—and often not much else.

Ogilvy was working mostly with print ads, but headlines are still crucial for web content, blogs, landing pages and other marketing collateral. Treat every headline as if it’s the only bit of your story people will read—because it often is.