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100 Ways to Write Better Copy
Startups Live and Die by Their Ability to Communicate
Gregory Kennedy
August 25, 2025
I am (Still) Having a Party (For Founders) in SF
Yes, investors are invited as well.
We are getting close to capacity. Space is limited.
Two Silicon Valley legends Aaref Hilaly, Bain Capital Ventures, and Gautam Gupta, Strata Capital have agreed to join me and my co-host, Arjun Dev Arora, for an invite-only and founder-friendly event at TechCrunch Disrupt on Tuesday, October 28, in San Francisco.
Who else is going to be there? Click here to find out. (All the cool kids, of course.)
100 Ways to Write Better Copy
For the few people left on earth who didn’t see my X post this week, here it is:
This struck a nerve.
Why?
Well, besides the fact that it’s funny.
It highlights the fact that machines are not a replacement for human creativity, and they never will be. No matter what Sam Altman says.
So how does one tap into the creative power of persuasive copywriting?
Better prompts? Well, you’re close.
That is what many people in the replies said, which is somewhat ironic. Why stop at writing better prompts when you can just write better?
Because it’s hard. True.
Excellent writing looks effortless but requires a deliberate and thoughtful approach. (Years of practice don’t hurt either.)
The best copy feels more than conversational. It feels as if it were inevitable that each word should follow the next.
While everyone writes, most do it poorly. Some do it professionally. And a select few elevate it to the levels of magic required to construct an Egyptian pyramid.
Yes, I know you’re using AI to write, and that’s fine.
I use every tool available that may give me an edge. I’m a professional.
But if you want your words to jump off the page, grab the reader by the throat, and smack them upside the head, try these tips that separate the writers who transcend from the writers who merely write.
Write the way you talk.
Use short words, short sentences, and short paragraphs.
Avoid jargon like the plague.
Read your copy aloud. If it sounds like a TEDx talk, fix it.
Be succinct. Never write more than 1,000 words on any subject.
If you want action, don't write about it. Tell them in person what you want.
Set boundaries. I don't check email or Slack after 7 PM to avoid embarrassment at 9 AM.
Get a colleague to read anything important, even if you used Grammarly to proofread it. Fresh eyes will catch what you did not.
Make it clear what you want the recipient to do.
Humorous writing always wins.
Spend 80% of your time on the hook.
It's cool to use colloquialisms and common language, you dig?
I like to use the number 19 in headlines. It stands out.
Ask a question only if the answer makes them want to read more. "Are you tired?" is boring. "Are you tired of pretending kale tastes good?" is compelling.
Please stop with all the em dashes. You still don't know what key combination on your keyboard produces them.
Put your best fact in the first seven words.
Test relentlessly. A/B test everything that matters.
Avoid puns. Clarity beats cleverness every time.
Include your promise in the headline. Don't make readers work.
Avoid negative words in your hook.
Spell out numbers zero to nine, except in headlines.
Start with your most interesting fact. "In 1987, productivity guru David Allen ate nothing but cereal for three months." beats "Time management is important."
Begin with a story if it illustrates your point. People love stories.
Open with a surprising statistic. "73% of people lie about reading privacy policies" transforms the mundane into the compelling.
Never start with "Let's delve in" or some similar overused AI tell. Just start.
Make your opening paragraph one sentence long. Readers will love you for it.
Use "You" in the first paragraph. It's verbal pointing, but less rude.
Start with a problem your reader recognizes. "Your inbox has 6,321 unread emails" hits better than "Email management is challenging."
Open with a specific example, not a general statement.
Begin with what changed, not what stayed the same. Change is interesting. The status quo is a complete bore.
You're allowed one idea per sentence.
Use transitions: "But," "However," and "Therefore."
One-sentence paragraphs are great for emphasis.
Mix it up with short and long sentences.
Use bullets for lists.
Put the strongest points first and last.
Include a subhead every few paragraphs.
Problem, solution, proof, then action.
Use "most people" to create insider knowledge. "Most people think success is about skill, but smart people know it's mostly about showing up."
Write to them, not about you. "You save time" beats "Our software helps companies."
Be ruthlessly specific. "Reduces time by 3.2 hours" beats "saves tons of time."
Use real names in testimonials.
Include case studies with measurable results.
Cite credible sources. "According to the Bureau of Labor Statistics" beats "According to the Autism Capital account on X."
People love before-and-after comparisons.
Use exact numbers. "47 customers" suggests precision and honesty.
Include relevant, recent statistics. Nothing older than five years max.
Show, don't just tell.
Back claims with actual research. Not Statista.
Active voice punches harder. "John hit the ball" beats "The ball was hit."
Choose specific verbs over general ones. "Ghosted" has more personality than "ignored."
Paint pictures with concrete nouns. "German Shepherd" beats "dog."
Simple words beat fancy ones. "Help" beats "facilitate" unless you're writing an inscrutable privacy policy. Then by all means.
Put important stuff after colons. The eye naturally pauses there.
The present tense feels immediate. Write for today.
Use the language of your target customers. If they say "cheap," don't say "cost-effective." But if they say "AI-powered Web 3 protocol," you should say "AI-powered Web 3 protocol."
Contractions sound conversational. Use them.
Cut weak words like "very," "quite," or "rather." Unless you're on X.
Power words like "Free," "Proven," "Secret," and "Instant" still work wonders.
Turn objections into proof points. Every "but what about" is a chance to sell.
Write to one person, not a crowd. "Hey, you" beats "Dear valued stakeholders."
Appeal to self-interest.
Fear of loss beats promise of gain.
Create urgency with real deadlines. It always works.
Use social proof. "Join 11,320 subscribers" works because nobody wants to be the only one not doing something.
Address objections before they think of them.
Use "because" to justify requests. "Subscribe because it helps us create more great content," beats "Please subscribe."
Paint the after picture. Make them taste success before they buy it.
Emotion persuades, logic justifies.
Start sentences with "Imagine" to get them visualizing outcomes.
Cut your first draft by 25%. Then cut another 25%. Most writing is 50% fat.
Delete your first paragraph. Much better, right?
Replace weak verbs with strong ones. "Walked quickly" becomes "hurried."
Fix choppy sentences and split long or confusing ones.
Proofread backwards sentence by sentence.
Use parentheses for asides that add personality (like this one).
Use grammar-check, but don't trust it.
Kill all adverbs. "Whispered" beats "said softly."
Verify all facts, figures, and quotes.
Use white space generously. Walls of text scare people.
Keep paragraphs to one to three sentences online.
Use bullets to organize lists.
Bold key phrases for scanners. Most read like hunting for Waldo.
Subheads keep readers on track.
Left-align your text. Justified looks like garbage.
Choose a readable font.
Keep formatting consistent throughout.
Break up text with images, quotes, or examples.
Make your call-to-action buttons impossible to miss.
End with a clear, specific call to action. "Do something" isn't a call to action.
Use action verbs in buttons. "Get Started" beats "Submit."
Repeat your main benefit in the close. People forget why they cared.
Use "Reply to this email" instead of making them click links.
Use a P.S. to restate your best offer. It gets read by 79% of people.
Give them a reason to act now, not later.
Tell them how long it takes. "5-minute signup" reduces friction.
End with confidence, not apology. "Hope this helps" sounds uncertain.
Tell them exactly what happens after they respond. Mysteries are for Netflix.
Use odd numbers in lists. "Seven ways" feels more authentic than "eight ways."
Test everything that matters. Your opinion means nothing. Customer response means everything.
That was a lot. But it was worth it.
If someone figures out how to embed these rules into an AI writing assistant, let me know, and I will be the first to test it out. I am dying for a tool that can capture the poetic spirit of a gifted writer’s creative soul, without the drunken antics and missed deadlines.
For now, the best writing will still come from cafes serving lots of espresso.
011 The Gregory and Paul Show - What is AI Good At Anyway? | AI Barbie | Meta Super Intelligence
On the Gregory and Paul Show, we break down the latest in startups, SaaS, AI, and whatever the internet is debating this week.
On this episode, Gregory and Paul welcome Charlie “In the Arena” Freeman, AI systems architect and founder of Razroo and Makebind. The crew dives into AI-generated code for non-technical founders, what AI is actually good at (and what it isn’t), the rise of synthetic data, and a few very Black Mirror topics like AI Barbie and Meta’s push toward superintelligence.
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The Vibe Marketer's Guide to Reddit: Unlock Reddit's massive marketing potential with this guide. Get the free presentation →
100 Reasons Customers Say “No” (And How to Make Them Say “Yes”): A Comprehensive Google Sheet breaks down 100 fixes. Get the free tool →
"Every marketing channel sucks right now": 19 unconventional Vibe Marketing ideas that Founders can harness. Get the free presentation →
30-Day SaaS Growth Plan Template: Designed for technical founders who’d rather be building. Get the free eBook →
How to get your first 1,000 followers on 𝕏: Building a large following on 𝕏 in 2025 is still possible. Get the free eBook →
VC Pitch Deck Templates for Founders: Based on the legendary Sequoia deck, built for real fundraising. Get the free templates →
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In fact, I never start with advertising.
I will start with who you’re targeting, why you’re targeting them, and why what you offer them is something they want to buy.
Founders are all good at building, but marketing? It’s an enigma, wrapped in a riddle.
I help founders get their sales and marketing sh*t together.
Sometimes the pipeline grows fast. Sometimes it doesn’t.
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(Eveyone renews. But why get locked in? What I learned is that founders hate that and love flexibility.)
About Me
I'm Gregory Kennedy, former creative director, 3X head of marketing, and founder of Vibe Your SaaS. I help early-stage startups build real momentum with strategic clarity, AI-driven execution, and zero BS. I love coffee. I love to ride a bike. And I love helping early-stage tech companies win.
Greogry Kennedy // Vibe Your SaaS // www.vbmrktr.com
004 Vibe Your SaaS Playlist - Copywriting Jams
Sure, you have an AI writing assistant, but it's only part of the s. Rock these jams when you need to nail that newsletter writing deadline.
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