Course

Writing Well

Julian Shapiro Free Beginner

This compact guide gives you rules for writing plain, persuasive prose that you can apply the same afternoon: sentence length, concreteness, and cutting the throat-clearing opener. It is aimed at founders writing their own copy for the first time, not professional copywriters. Skim it once before you draft your post and once again before you publish it.

• Cut your opening sentence, most posts start one paragraph too early.
• Concrete nouns and verbs beat abstract marketing adjectives.
• Short sentences are easier to trust than long, qualified ones.