Here are some guidelines for writing a good copy:

1. Mirror your position and personality.
2. Ensure that it is simple to understand. If it isn’t, people might not believe anything else you say about your company or product because they won’t be able to understand what you’re saying. For instance, they probably won’t spend any money with you at all if they can’t determine whether they need to buy something based solely on the text (and don’t know how much they should be charging)!
3. Be honest. Don’t make up reasons why customers should buy from you—just tell them the truth! You don’t have to sugarcoat anything in order for someone to trust what you’re saying; just be honest about why certain actions will help them achieve their goals.

To get started, create a word cloud with the words you should use.

Create a WordCloud

1. Make a list of words that you like or use often.
2. Mark out the words that match your position and personality. We want these words to be used a bit more often to separate us from the crowd. 
3. Mark out words that are often used within your industry. These words should be used with care considering everyone else are using these words.
4. Reflect on the following:
   • Do your customers understand all of these words?
   • What can we use instead? 

You can repeat this exercise for the phrases you use.