Marketing

6) You know a paragraph is ready to ship when there's nothing left to remove. It's like a Jenga tower. The entire thing should collapse if you remove something.

7) Make a promise in the title so the reader knows exactly what they're going to get if they click. Then, deliver on the promise.

15) If your competitor could've written the sentence, cut it.

18) Great copy reads like your customer wrote it. Talk to them.