Blog (+3)
Blog
- Write at an 8th-grade reading level for broad audiences
- Use short paragraphs (2-4 sentences)
- Include subheadings every 200-300 words
- Use bullet points and numbered lists
- Write in active voice
- Front-load key information in each section
Social Media
- LinkedIn: professional but human, personal stories perform well, 1,300 characters sweet spot
- Twitter/X: concise and punchy, strong opening words, threads for longer narratives
- Instagram: visual-first captions, storytelling hooks, hashtags in first comment
- Facebook: conversational tone, questions drive comments
- One primary CTA per email
- Keep body copy scannable
- Mobile-first design
- Test everything: subject lines, send times, CTA copy, layout
Web (Landing Pages, Product Pages)
- Lead with benefits, not features
- Use "you" language
- Every section should answer "so what?"
- Reduce friction near CTAs