One of the easiest ways to make copy sound good and still fail is to write for “everyone.” When you’re writing for everyone, you usually end up saying very little to anyone. Before writing a headline, landing page, product description, or email, I think it helps to spend a few minutes asking, "Who am I actually talking to?" Not just their age or job title. What are they trying to do? What’s frustrating them? What do they care about? What words would they naturally use to describe the problem? For example, imagine you’re writing copy for a project-management app. You could write: “An innovative all-in-one solution designed to streamline workflow management and improve team productivity.” Nothing is technically wrong with it. But it could be describing dozens of software products. Now imagine the audience is a small agency owner who has projects scattered across emails, WhatsApp messages and spreadsheets. The copy might say: “Stop searching through fiv...