Copywriting Tip #1
Think of punctuation as a means of controlling the rhythm and pace of your message. A comma — a brief pause. A full stop and a new paragraph — a deep breath before you launch into your next point.

Copywriting Tip #2
Avoid clichés — they make even the cleverest idea seem tired.

Copywriting Tip #3
If your message is unavoidably complex and therefore long, use sub-headings, bolded key words and bullet points to break the flow and help you group related issues.

Copywriting Tip #4
Only use abbreviations if you are certain your reader is familiar with them. To ensure this is the case, write the words in full the first time (eg “Our Rural Sales Team (RST) has been…”)

Copywriting Tip #5
To avoid losing key points of your argument, refrain from using long-winded sentences.

Copywriting Tip #6
Use exclamation marks with caution. The odd sprinkling is a great way to draw attention to an especially pertinent point, but overuse makes you seem slightly hysterical.  In fact, exclamation marks rarely have a place in formal communications.