• Visual: First thing seen; represent the product’s story
• Headline: Use a hook that grabs the users’ attention
• Subhead: Explain benefits and nudge towards action
• Call-to-action (CTA): Guide them clearly on what to do next

• Ask a question that gets the reader thinking
• Include a relevant and specific benefit
• Create a sense of urgency and importance
• Use a statistic, spark curiosity/ emotion

• Expand the value proposition in your headline
• Don’t try to explain everything, keep the user curious
• Maintain the length at around double your headline
• Lead in to the CTA with subtle persuasion

Know your audience

• To explain why your brand/ product is for them
• To highlight the benefit that they can get out of it

Address their pain points

• Help the users make an informed decision
• Talk to existing customers and get their feedback

Maintain brand voice

• Be consistent in your tone of voice across platforms
• Define word usage based on audience personas

Be friendly and relatable

• Use conversational phrases and cater to their interests
• Break away from pushy sales tactics, be the voice of reason

Keep it short and sweet

• 75% of a user’s time on social media apps is spent scrolling
• Your post needs to catch their attention quickly

Incorporate action words

• Avoid overusing adjectives, use more verbs and adverbs
• Write in the present tense and not past, wherever feasible