Copywriting Guidelines 

While not intended to be a complete overview of effective copy-writing, the following guidelines should be included in testing and refining your marketing campaigns. Many of these points could be covered in articles and blog posts as well.

• Your message introduction should be a short sentence: one or two lines at most.
• Avoid thick copy. Sections with lots of words and too little white space are visually uninviting. Cut the thick copy into small pieces.
• Keep most of your paragraphs short, including one-, two-, and three-line paragraphs.
• Using bullet points and indenting is another way to break up the presentation of copy, add more white space, and feature important points.
• "Effective use of hyperlinks" needs to be carefully considered, as it can distract readers from your sales message. On the other hand, adding hyperlinks that lead to each shopping cart or sales page can increase response.
• Consider some one-line paragraphs that directly grab the readers attention, such as, "Have you ever had that problem?" Or, "What happens if you try it?"
• Your copy should be presented in a way that allows a reader to scan your email or sales page and still get the message. This is accomplished by sub-headings, underlines, boldface type and italics. Of course, effective use of hyperlinks emphasizes particular text.

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