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writing for the web

Okay, so I haven’t covered everything. But I’ve written lots of post on copywriting. I’ve never attempted to organize the posts though. I just wrote (or ranted) on whatever popped into my mind.

Today, to make the posts more useful, I’m collating and categorizing them. Enjoy!

The Basics: Grammar, Punctuation and Word Use

I’ve written three posts on frequently-confused words and phrases. Here’s the first, here’s the second, and here’s the third.

Learn how to handle your pronouns, so you never make embarrassing mistakes like “please send the file to Ben and I”.

When (if ever) should you use whom?

Learn how to use colons and semicolons properly. Semicolons in particular are massively useful (and used properly, look impressive).

Learn how to use apostrophes. (One hint: don’t use them for plurals!) And in particular, learn the astonishingly easy difference between it’s and its. Never again make embarrassing mistakes like “the dog is wagging its tail”.

Background Research, Planning and Structure

Three things you need to know: The basic background research of understanding your products and your customers.

The time-proven AIDA method of writing. (Attention, Interest, Desire and Action.)

Two posts on the kind of background research you should do if you truly want to persuade your readers: Part 1 and Part 2.

Guides to Clear and Persuasive Writing

Writing about benefits rather than features.

Clarity and concision, and more tips on making your meaning clear at a glance.

How to write effective headlines.

Some tips on engaging your readers.

Believe it or not, you can use rhyme to make your message more persuasive.

Watch your “we” count: Write about your customers and your solutions, not yourself.

Finally, how to polish your text.