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Copywriting is just a huge subject, perhaps even larger than the almighty SEO.
But there is one tip that allows you to improve your copy quite easily: test it! Do a/b/c split testing and see what works, there's really no other way to know for sure. Only your customers know what they want to hear.
John has a good point on writing short. Now the copy itself doesn't have to be short, people will read it if it is interesting. But you should always use short and simple sentences. And avoid using too fancy words for the general public, especially if your target audience is international.
Bullet point lists are great. Talking about benefits and not the features usually works. As do customer testimonials. Being personal and telling them your story works for many types of visitors. Backing up your claims works. Having a real guarantee works, too.
These are just the few first things that came to my mind. If someone is interested to hear my opinion on their copies, post it to the Website critique section and I would love to take a look.
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