Just a few copywriting basics that we all need reminded of from time to time:

1. When you start writing, don’t sweat the small stuff … think big picture first.
2. Practice … the more  you write, the better you write.
3. Break the “writing rules” … just say it.
4. Be yourself … until then, imitate someone else.
5. Get inspired … start and use a swipe file.
6. Write visually … use subheads, bullet points and lists.
7. Change your viewpoint … look for the non-obvious.
8. Stay focused … ask “What’s the point?” continually.

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I was reading something this morning in preparation for a presentation I’m doing next week and I came across the word “scrounge.”

According to Merriam-Webster, scrounge is “to get as needed by or as if by foraging, scavenging, or borrowing; to search about and turn up something needed from whatever source is available.”

Can you picture it? “Scrounge” is a much more visual word than, say, “look” or even “dig.”

So I’m starting a list of Great Copy Words and scrounge is at the top of that list. (I’m so using it in next week’s presentation, btw.) The next time I’m looking for a not-so-business-as-usual word, I’ll consult my Great Copy Words list.

Start your own and then post some of your favorite descriptives here.

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Loved this initiative from Kemba, a Columbus, Ohio-based credit union.

It’s a fun, relevant and timely way to address a scary subject like financial doom-and-gloom while: (1) creating new customer relationships, (2) driving member interaction and (3) strengthening customer loyalty.

The only drawback? A lengthy contest application.

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The Meijer Gas Alert program lets Meijer customers sign up to receive text-message alerts hours before gas prices go up.

What a smart way to create customer trust and loyalty and, more importantly, demonstrate real value where customers want it most — the bottom line.

Another idea for the swipe file.

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