A Secret Weapon For Creating Clear, Compelling Copy

I have a tool that gives me a tremendous boost in writing clear, compelling copy. It’s worked so well that it’s become inseparable from my process. I use it with every bit of copy I write – including this article. It’s cheap, it’s effective, and it’s available everywhere. And you probably already know about it.
I’m talking about the humble 3?5″ index card.
The compact design of 3?5″ index cards helps in ways critical for beginning and expert copywriters. Allow me to share a few.
Brainstorming
Most of the time, great copy doesn’t spring out fully formed like Athena from the head of Zeus. It comes in bits and pieces. A concept here, a word or phrase there. When you write on index cards, you can try on different ideas and see how they can work. If they’re good, keep them. If not – rip ’em up and toss ’em out!
Focus
Since you don’t have room to ramble, index cards force you to get to the point. Instead of trying to say everything (and cluttering your copy with chatter), you say one thing and say it well.
Organizing
Index cards are like copywriting Lego blocks. Treat them like a game. Pick them up. Play around with them. Rearrange them to figure out the best way to organize your copy. Watch how shifting a single sentence can make your writing clearer, more fluid, and more urgent.
The Rules
Here are 3 guidelines to help you get the most out of using index cards for copywriting.
3?5 or less
Yes, there are 4?6″ and even 5?8″ index cards. But they give you a bit too much room to ramble. And they cost more. Stay frugal with your money and your words. Stick with 3?5″ cards. Or, for a real challenge, see if you can make your point on a Post-It.
One card, one idea
It’s tempting to want to say more on one card. Sometimes features or benefits are so closely linked that you may as well put them together. Don’t. Besides adding clutter, you may be undermining your chance to offer more to your audience. If features and benefits seem a lot alike, find a way to make them distinct.
Don’t cheat
You know what I’m talking about. Writing extra small. Using both sides of the card. Scrunching up your letters to fit more words on each line. And otherwise trying to squeeze more space than a 3?5 index card will allow. You’re supposed to use the cards, not try to beat them.
After all, they’re only cards.