It’s an art in that it’s a creative task, requiring a certain aptitude and flair. And it’s a science in the sense that there’s a formula you can follow to capture your audience’s attention.
There are many different things your organisation will be writing copy for at any given time, across a wide range of different channels and platforms. Therefore, when it comes to crafting compelling copy, there isn’t necessarily a one size fits all approach. For example, what works for an advert won’t necessarily work for a blog, and what works for a blog won’t work for a press release.
Whilst there are many different things you’ll need to consider for each specific form of content, here are some general rules you can apply for creating great copy that will grab your audience’s attention.