Advertising copy must be direct, interesting and give the reader something in return. Otherwise, it's easy for them to just stop reading and look somewhere else. Communication is always on the audience’s terms. Anna Qvennerstedt, copywriter at Forsman & Bodenfors, says: "We must always remind ourselves that people aren’t that interested in advertising. They haven’t asked for it. Despite that, it’s important to create something that moves them, that surprises them." So do your homework by finding out who is going to read your copy. What do they need? What will make them laugh, cry, smile or even wake up in a cold sweat at 3 a.m.? Quite simply, get to know your reader.

• Do: When you write, imagine you’re writing to a person you know well. Write a text that you think would get them to know, do and feel exactly what you want.

All tips and insights are from the book Sälj det med ord (Sell it with words) written by Mattias Åkerberg