Writing Effective Marketing Copy

15 years ago, I wrote "Write Better, Sell Better". The tagline that defined my career. Since then, I've written copy for Fortune 500 companies, projects that made millions, and taught copywriting at the university → Yep, writing is my life. But you don't have all semester long to learn. This post contains my 7 biggest writing lessons: (Save and repost this 60-second class ♻️) --- 1. Clarity is 90% of your writing Clarity beats cleverness 10 times out of 10. Remember: First, write clearly. Then, write creatively. Most focus on "creative" right off the bat = big no. (If you can do both, jackpot) --- 2. Use signposting to showcase authority I teach this technique to every single client. (This sentence you just read was a signpost) Signposts are short "signals" to your expertise and results. Think of them as signs on the side of the road, which allow you to "trust" the journey you're on. Can you notice where else I used it in this post? 😉 --- 3. Too much copy? Make it choppy. Here are 2 examples (the second one is better): Sometimes, we write super long sentences that we have no time to breathe and neither do our readers. Sometimes, we write super long sentences. We have no time to breathe. And neither do our readers. Chop it up! It's easier to read. --- 4. Write unselfishly. Edit relentlessly. Think about it. Writing is 80% editing. You are tweaking, optimizing, and making things sound perfect. One bit of advice: Don't hold back. Edit (ehm, delete) anything that isn't on-topic. I've deleted probably 40% of this post. --- 5. Use sensory words. Add texture to text. That had to hurt! → That had to "sting"! Having a bad day? → Having a "rough" day? A seamless process → A "silky-smooth" process All of the 2nd descriptions above can be "felt". It's how your readers "touch an emotion", not just "read text". --- 6. Never write to "everyone" Remember this for all time: "Everyone" is not your audience. Sales happen when your prospect can clearly "see" themselves in your writing. So how do you go about this? --- 7. The "Dear son" writing method Pick "one" person to speak to → I speak to my son. For you, it could be your best friend, the old you etc. I start everything with "Dear son" and end with "Love, Dad". In the end, I simply delete these 2 parts. Doing so creates such a powerful connection with your readers + a consistent tone of voice. With every word. Where there's connection, there's trust. And where there's trust, there's sales. Words to live by. --- Write Better, Sell Better = that's the whole game! Let me know which lesson you enjoy the most. Professor Jay, out. (Repost this for your network ♻️)

Your influence in the board room and executive team is 90% communication with measurable examples. The words you use can make or break you. Naturally, I've been compiling a list of "instead of saying this, say this" with measurable results. Many are based on my gotcha moments where I've failed miserably at explaining what marketing does. I've said things like: “We’re increasing brand awareness.” “Our demand generation efforts are working.” “We’re improving our SEO strategy.” Every marketing leader has said some version of these. The problem? Nobody in the boardroom or executive team cares about (or understands) marketing buzzwords. They care about revenue, efficiency, and business impact. Let's flip the script. I've compiled a list of marketing-speak and translated these statements into terminology a room full of non-marketers would understand. And bonus, I've included the right metrics to back them up. Example: 🚫 Don’t say: “We’re generating a lot of leads.” ✅ Say this instead: “We’re bringing in people who are actually interested in buying.” 📊 Measure it with: Organic Traffic, Demo Requests, MQL-to-SQL Conversion Rate I put together a full table of these translations and a template so you can ensure your marketing efforts land in the boardroom. I'll share the list and other communication tips this weekend in my newsletter, but if you just want the table. Let me know. Drop a “TABLE” in the comments, and I’ll send it over.

Found this 1980 ad about writing clearly. 65 years later, it's still the best writing advice I've ever seen: 1) Know exactly what you want to say before you start Most people start writing and figure it out as they go. That's why most writing sucks. Thompson says outline first, write second. Revolutionary concept, apparently. 2) Start where your readers are, not where you are Don't assume people know what you know. Meet them at their level of understanding, then bring them along. Most "experts" write for other experts and wonder why nobody gets it. 3) Use familiar word combinations Thompson's example: A scientist wrote "The biota exhibited a one hundred percent mortality response." Translation: "All the fish died." Stop trying to sound smart. Start trying to be clear. 4) Arrange your points logically Put the most important stuff first. Then the next most important. Then the least important. Seems obvious, but most people do it backwards. 5) Use "first-degree" words Thompson says some words bring immediate images to mind. Others need to be "translated" through first-degree words before you see them. "Precipitation" => "Rain" "Utilize" => "Use" "Facilitate" => "Help" 6) Cut the jargon Thompson warns against words and phrases "known only to people with specific knowledge or interests." If your mom wouldn't understand it, rewrite it. 7) Think like your reader, not like yourself Thompson asks: "Do they detract from clarity?" Most writers ask: "Do I sound professional?" Wrong question. TAKEAWAY: This ad is from 1960. The internet didn't exist. Social media wasn't even a concept. But the principles of clear communication haven't changed. Most people still can't write clearly because they're trying to impress instead of express.

Whenever a writer on our team sends me a first draft of brand copy, I read it once, and then I go back and circle every adjective. Premium. Thoughtful. Crafted. Honest. Effortless. Modern. Bold. And then I ask them to find me nouns that could replace four of those words. Because adjectives do almost no work. Premium leather bag doesn't tell me anything. Leather bag with a brass buckle that gets darker the more you use it, now I can see and feel the thing. Skincare Adjective: Made with thoughtfully sourced ingredients Specific: The sandalwood is from one farm in Mysore Furniture Adjective: Designed for modern Indian homes Specific: The dining table fits in a 2BHK without you having to move the sofa Food Adjective: Rooted in tradition, made for today Specific: The recipe is from my nani's pickle jar, and we haven't changed a single thing in it The adjective version sounds like every other brand in the category. The specific version sounds like one brand, run by one person, making one thing.

A fragrance founder told me: “I’m giving the same scent as a ₹20k Dior perfume for ₹1.5k." My reply: “That’s not building a brand.” Was I right to say that? His argument: India is a value-conscious market. Everyone can’t afford Dior. This pitch works. It sells. It delivers ROAS and he’s PAT profitable at a very early stage. A lawyer once told me that in perfumes you can trademark everything: the logo, the bottle, the name but not the smell. This means anyone with a decent GC–MS machine can reverse engineer a luxury scent and sell it. Legally. As I learnt this, I've started spotting it everywhere. My Instagram is full of ads from new-age brands promising “90–95% similarity” to Creed or Chanel at ₹600–₹1,500. Some say “inspired by Sauvage,” others even show the luxury bottle in their ads or show someone throwing it in the trash 😂. My argument: This is smart arbitrage. It will get you short-term traction. But in the long run? Platforms may ban your ads. Luxury brands may drag you to court. And most importantly, customers will never remember you. If your pitch is “I smell like someone else”, you’ll never be remembered for yourself. There’s nothing wrong in starting with inspiration - as long as it leads you somewhere. Think of ZARA. When they started, critics dismissed them as luxury copycats. But with time, they built their moat in speed turning around new designs in weeks instead of months. That became their identity. Today, they’re not remembered as “the dupe brand,” but as “the fast-fashion giant.” Perfumes will go through the same cycle. India’s fragrance market is already ₹9,800 Cr and expected to touch ₹16,000 Cr by 2030. In a space this large, copying is easy. What’s harder and what will endure is building memory. I think memory in perfumes won’t come from reverse-engineered liquid. It will come from: Codes → bottles, labels, and distinctive assets Cultural identity → Kannauj attar, mogra, mitti could be the Indian touch Community → rituals, drops, memberships Storytelling → making a ₹700 perfume not just smell like something. But also, feel like something. On a recent trip to Kannauj, I saw artisans distilling rose petals in copper stills the same way their ancestors did 500 years ago. That’s a story Dior can never copy. And that’s why in fragrance, the scent may not be ownable but the memory always is. To end the story, this founder listened. He has stopped dupes and is taking a tougher call to build a brand from now. He’s going deep with the India positioning. You’ll hear about him soon ;)

My holy grail writing tips for instantly better copy: Make it active → Start with a verb ❌ "Our products support childhood development" ✅ "Watch your toddler discover new textures" Write with precision → be specific ❌ "Loved by parents everywhere" ✅ "Part of 50,000+ bedtimes" Keep it short → ruthlessly edit ❌ "Our solution gives parents the ability to monitor their baby's sleep patterns and get detailed insights" ✅ "See exactly when your baby stirs" Use "you" not "we" → center your customer ❌ "We create safe, non-toxic products for families" ✅ "Keep your kids safe from harsh chemicals" Read it out loud → if it sounds weird, rewrite it Would you actually say "transform meal planning" to someone? No, you wouldn't (unless you're a chatgpt reading this). You'd say "figure out dinner with no meltdowns"

Most people think copywriting is about “sounding smart.” It’s not. The brutal truth? Nobody buys when they’re confused. Nobody buys when they’re neutral. Nobody buys when they don’t see themselves. If your copy isn’t converting, check 3 things: 1. Are you clear in the first 3 seconds? If a 12-year-old can’t explain your offer, it’s too complicated. (Good copy is simple, specific, emotional.) 2. Are you solving an urgent problem? People don’t want solutions to “important problems.” They want solutions to painful, annoying, urgent problems. Example: • Not “improve your digital presence.” • Say “Get 3 clients this month using content you already have.” 3. Are you making them FEEL something? Logic convinces. Emotion sells. Storytelling > Features. Benefits > Technicalities. Connection > Cleverness. Mini Framework you can steal: Pain — Paint the current struggle Dream — Describe the life after solving it Bridge — Offer the roadmap (your solution) Example: • Pain: “Tired of posting content that even your best friend ignores?” • Dream: “Imagine waking up to 15 leads saying, ‘Hey, can we work together?’” • Bridge: “That’s exactly what my B2B storytelling framework creates for you.” Lesson Reinforcement: Good copy isn’t about adding more words. It’s about removing more doubt. Which part do you struggle with the most..clarity, urgency, or emotion? #linkedin

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

Master the art of Financial Storytelling 🧑🏫 Your numbers tell a story, but are you telling it right? 👇 Numbers without context are just digits on a page. The real power comes from transforming those numbers into insights that drive action. ➡️ COMMON MISTAKES IN FINANCIAL REPORTING Let's start with what NOT to do when presenting financials: 1️⃣ Dropping raw numbers without context Raw data overwhelms your audience. When you say "Revenue grew to $100K," what does that mean for the business? 2️⃣ Reading slide content word-for-word Your presentation should add value beyond what's written. Share insights that aren't visible in the numbers. 3️⃣ Rushing through without pausing for questions Financial data needs time to digest. Create moments for discussion and clarification. ➡️ BUILDING A COMPELLING FINANCIAL STORY Here's how to transform your financial presentations: 1️⃣ Start with the fundamentals Always begin by establishing context. What's normal? What's exceptional? What benchmarks matter? 2️⃣ Connect data points to strategy Show how financial results link to business decisions. If working capital improved, explain which specific actions drove that improvement. 3️⃣ Use comparisons effectively - Period over period changes - Budget vs actuals - Year over year trends - Industry benchmarks 4️⃣ Structure your narrative - What happened? - Why did it happen? - What does it mean for the future? - What actions should we take? ➡️ COMPONENTS OF GREAT FINANCIAL STORYTELLING 1️⃣ Clear Dashboards Start with a clean, focused view of KPIs that matter most. Don't overwhelm with data. 2️⃣ Strategic Context Show how financial results connect to company goals and market conditions. 3️⃣ Forward-Looking Analysis Use current data to paint a picture of future opportunities and challenges. 4️⃣ Action Items End every presentation with clear next steps and decision points. ➡️ PRACTICAL TIPS FOR IMPLEMENTATION 1️⃣ Know your audience CFO needs different details than the marketing team. Adjust your depth accordingly. 2️⃣ Use visual aids Graphs and charts can illustrate trends better than tables of numbers. 3️⃣ Practice active listening Watch for confusion or disengagement. Adjust your presentation based on real-time feedback. 4️⃣ Create discussion points Plan specific moments to pause and engage with your audience. === Remember: Financial storytelling isn't about making numbers sound good. It's about helping stakeholders make informed decisions. What techniques do you use to make financial data more engaging? Share your thoughts in the comments below 👇

🧠 We’ve all been mansplained (unsolicited explanations of things we already know) and he-peated (our idea ignored until a man says it). This happens to interns and SVPs, in finance and philanthropy, in boardrooms and basements. Bias is real. And women help it along. Years of social conditioning taught us to bubble-wrap our point in apologies: "I just want to say... " "Sorry I mean...." "I am not sure, but I think..." "Does that make sense? No one is forcing those words into our mouths anymore. We put them there. If I’m the one pressing my own mute button, I’m also the one who can take my finger off it. Uma and I are often on coaching calls, listening to brilliant women explain a challenge in six scenic paragraphs while we bite our lips thinking, 😅 “How do we say: come to the fucking point.... kindly?” 🪞 I’m not saying “talk like a man.” I’m saying talk like a decision-maker. In the workplace, time is money, perception is reality, and clarity is kindness. You can be warm and still be sharp. You can be collaborative without narrating your inner monologue. Here are 4 verbal moves: ❌ Don’t: “ So quick background… long story short… the market, the vendor, last quarter…” ✅ Do: “Decision: approve X by Friday to hit launch. Two reasons: 1) … 2) …” 👉 Write your headline using Verb + Decision + Deadline (“Approve X by Friday”). Then give two bullets max: “Because 1)… 2)…”. Practice with a 6-second voice note; if you spill over, your headline isn’t a headline. ❌ Don’t: “I’m worried we might be a bit behind and it could become an issue.” ✅ Do: “We’re 3 weeks behind; risk €120k. Option A recovers 2 weeks; Option B recovers 3 with a 10% scope cut.” 👉 Translate feelings to facts with this template: “Status: X; Risk: Y; Options: A/B with trade-offs; My recommendation: R.” Ask “What number proves this?” until you have one. ❌ Don’t: “Sorry, can I just add, (gets interrupted)… yeah, no worries.” ✅ Do: “I’ll finish, then happy to take questions. Building on what I proposed earlier, next step is…” 👉 Memorize one boundary line and say it verbatim. Sit slightly forward, palm down, finish your sentence. If credit drifts, tag it back: “As outlined earlier, I’ll proceed with…” Then move to action. ❌ Don’t: “Maybe someone could own this? Otherwise I’m happy to help if needed.” ✅ Do: “I own A. Priya owns B. We need your yes/no today. If yes, I’ll send the plan by 17:00.” 👉 How to: End every contribution with Who/What/When. Ask for a binary (“yes/no”) to force a decision. Follow up in writing within an hour: subject “Decision + Owners + Deadline,” one paragraph, three bullets. 🧩 Different styles can all be powerful; None of them requires apologizing for existing. You’re not too much. You’ve been practicing small. If you want the reps, grab the replay of our 90-min webinar “Confident Communication.”, 👉 https://lnkd.in/ginRMa4q Because the shortest true sentence wins...