Word power

“Easy words are better than hard words. It’s a bandwidth issue: The more we reduce the amount of information in an idea, the stickier it will be.”

• Chip & Dan Heath, Made to Stick: Why some ideas take hold and others come unstuck

Finding the right words to say is hard.

You can be really excited about your business.

Yet when you try and put pen to page (sounds better than keys to screen) alphabet spaghetti spews out.

There’s obvious things you can do:

• Practice makes perfect
• Your first draft is always crap
• Having an outline will help you confront the blank page

Yawn - sorry!

I want this to be REALLY useful for you.

At the time of writing, there’s also an emerging field of generative AI tools that will write words for you.

This section gives you a crash-course on how to craft copy.

Copy are the words on a page designed to sell.

When done well, people click, and understand why it’s for them.

When done poorly they arrive on a page, skim it if you’re lucky, and ghost away never to be seen again.

Ahead are chapters with frameworks, shortcuts, and templates on how to say things well.

It’s not going to win you first prize in a poetry writing contest (hello final year of high-school Luke) but it will get you further with an eye for speed, shipping work, and learning what works for you and your business.