“So what’s the best trick for making copy work well?” she asked. I didn’t hesitate for a second, because the answer was obvious.
Effective copy is conversational. No matter whether you’re writing a web page, a white paper, a print ad, an email, or a letter, copy that’s conversational will invariably do a better job of connecting with the reader and convincing him (or her) to do or think whatever it is you want.