Caroline Carr’s 13 essentials for creating the best copy for event professionals:

13 copywriting essentials1. Tautology — remove unnecessary words

2. Remove clichés

3. Replace long words with short words

4. Lead the reader

5. Language — positive & active

6. Careful punctuation

7. Use emotion

8. Get yourself an editing buddy

9. Avoid doubting words

10. Avoid repetition

11. The 4 C’s — Clear, Concise, Compelling, Credible

12. FAB — benefit driven copy

13. AIDCA — the persuasion route

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