The “no shit” rule of copywriting

Sunday times driving

If you’ve ever received an e-newsletter that starts off with something like:

Buying a car is a big financial decision. Or:

Like most companies, you probably have a printer.

Then you’ve come across copy that needs the no shit rule.

It goes like this. If you can say no shit at the end of any sentence or statement, you have to delete it.

It will instantly make your copy stronger and more likely to be read.

Like most companies you probably have a printer. You may also spend considerable amounts on your toner cartridges.

So here’s some good news – we’re offering 10% off toner cartridges today.

See – easy.

If you see any examples of copy that should have applied the rule, please do share.

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