Copy & Voice
How do I write copy that doesn't sound like everyone else?
Stop describing and start naming. Generic copy comes from abstraction: solutions, seamless, best-in-class. Replace every abstraction with the concrete thing behind it and the voice appears on its own. If a sentence could appear on a competitor's site unchanged, delete it or make it specific.
Next moves
- Replace every abstraction with the concrete thing it stands for.
- Cut the first paragraph. It is almost always a throat-clear.
- Write like one person talking to one person, then read it aloud to catch the lies.
Send the page. I'll mark the three sentences doing the real work and the twenty that are in their way.