How we write

Explain the problem it solves

The best copy is heard not read. Explain how we solve their problems but use their language.

Talk like your reader

Our messaging must join the conversation already in the heads of our readers. Use their language!

Avoid jargon and buzzwords

Jargon is OK(ish) when it's how an industry uses it. But otherwise, opt for simpler, more human words.

Be specific rather than vague

Avoid superlatives and get specific. "We are the fastest" is less believable than "We deliver in 15 minutes."

Use short sentences and paragraphs

Sentences should be >25 words and paragraphs less than 2-3 sentences. Commas are a sign your sentence should be shorter.

Understand your reader's JBTD (Jobs To Be Done)

Mentioning features without context about who its for and what it solves leads to irrelevance for readers.

Use the journalistic inverted pyramid

Order your words in the order of importance for your reader. What's their first, biggest problem? Start there.

Make your messaging skimmable

Most people skim, only reading subheads. Avoid questions in subheads and aim for clarity over cleverness.

Lean heavily into our differences

Most people aren't exhaustively researching all the options. Mention our "onlyness" as early as possible. Don't leave readers guessing.

Know your perspective or POV

Use third-person (e.g., "he," "she," they"). Avoid first-person (e.g., "I," "we," "our") when talking about CoverMyMeds. In some cases, second-person (e.g., "you") is OK but be judicious. Second-person can come across pedantic.