Effective Copywriting
1. Always avoid alliteration.
2. Prepositions are not words to end sentences with.
3. Avoid cliches like the plague. (They're old hat.)
4. Refrain from ampersands & abbreviations, etc.
5. Parenthetical remarks (however relevant) are unnecessary.
6. It is wrong to ever split an infinitive.
7. It's been said contractions aren't necessary.
8. Foreign words and phrases are not apropos.
9. One should never generalize.
10. As Ralph Waldo Emerson said, "Eliminate quotations."
11. Don't be redundant or use more or extra words than necessary.
12. Be more or less specific.
13. One-word sentences. Eliminate.
14. Analogies in writing are like feathers on a snake.
15. The passive voice is to be avoided.
16. Even if a mixed metaphor sings, it should be derailed.
17. Who needs rhetorical questions?
18. Exaggeration is a billion times worse than understatement.
