“Give the Reader a Break.” Although Richard Simon was speaking to his book editors, I think his message is especially apt for copywriters. Our goal is to give readers a break, so they easily follow through and take the action you want them to -- whether it is to buy your product, sign up for your email list, check out your website, or donate to your cause.

Take a look at some of my favorite projects and see how I give the reader a break with clear, brand-targeted, benefit-laden copy that lets the audience know exactly what they should do next.