... but wouldn't know much about copywriting.

In a world of speed, time doesn't have patience with us. We have to grit. We have to hustle. We have to make ends meet.

And copywriting isn't any better in this regard. Sometimes, we don't have three days to write a sales page or landing page. Sometimes, someone is waiting for our response promptly, in just a couple of hours.

What should you do in such a case?

Well, here's what I would do. I would write the piece of copy in a rush, let it stand for 30 minutes, and come back for editing. Here, mastering the fundamentals is key. And the fundamentals are just the ones that I would apply in such a situation.

What would I do?

- I would scan the copy for usage of passive voice and, then, change it into the active voice. This makes the copy more energetic.

- I would delete all unnecessary adverbs and fancy words. I would keep it as simple as possible.

- I would cut long sentences because people don't want to put in much focus when reading copy.

- I would improve flow using better transitional words or putting transitional words where they are absent.

- I would make use of both scarcity & urgency—two essentials of any good copy.

- I would be more concrete where the language is vague or general.

- I would read the copy out loud to see if it sounds better.

Writing copy in a rush is not ideal. However, when you have to, mastering the fundamentals of copy (and of good writing) can save you.