Notes from a copy writer.

Lately, I’ve been reading Copy Hackers (because it never hurts to be reminded of the all the essential ingredients that make up good copy writing). As I read, I jot down tips and interesting thoughts (in my HP ideabook). I make notes on the things that we’re doing right—and make sure we keep on doing them.

Every now and then, I plan to sprinkle the HP blog with copy tips I find to be insightful. I hope these tips help you in your writing efforts. I know they help me.

Here’s some quick tips (from Copy Hackers) to get you going. (And remember, these tips don’t just apply to writing. When you’re thinking about a brand—or even a design—the below tips will help you, too.)

Figure out what is unique about your product.

Research, research, research. Get to know your client (and the product). Take notes. Highlight the surprising stuff—and the repeated stuff. Research is one of the cornerstones of how we operate at HP.

Know the difference between a feature and a benefit. Here’s an example: A feature is a light switch; you use it to turn on a lamp. The benefit is that the light switch easily fills a room with light. You want to write about the benefit, the light.

In short, your customer wants to know what’s in it for them.