1, speak human words
Don't use words that are too professional, too remote and niche for copywriting opportunities. In other words, the words you use must be understandable and easy to understand by the public.
2, concise, less verbose
Everyone thinks Apple's copy is very good and concise. Lengthy copywriting will consume users too much reading time. If users are not your loyal users or have rigid requirements, they will not spend too much time on your copy. It's no use writing too much.
3, less bragging, blowing big will break.
In fact, to be honest, most copywriters are bragging. What cups can be connected many times around the earth is a boast. So later, all kinds of celestial bodies appeared around the earth.
Bragging should be based on truth, not fraud. For example, there is a diet pill that does have some effect, but the effect is limited.
4, change the position and stand in the user's point of view.
Tell the user what he can get, not what you have. It is better to say "you can have first-class service" than "we can provide first-class service". People always care more about themselves. So, try to avoid the first person.
Don't use general words such as "you, everyone, users", use "you, you, you are you". When users look at your copy, there will always be only "you" and no "you". Your copy will only serve "you" in this specific scenario, which will make users feel that your product is a one-on-one service and more targeted. This logic is similar to that of personal tailor.
5, the copy is true, ordinary, and closer to the user's emotions.
Emotional copy can give users a sense of intimacy and cause the other party to sing bad. You can try to express it with your life or by understanding other people's lives. If something touches you, it will probably touch others. Before the real Prince Charming appears, protect her like a prince-beautiful.