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

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

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.

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.