Made Up Rules On Copywriting
3 November 2025






Written for myself.
Enforced by no one.



1. The word funny is never “funny”.

2. The word cool is never “cool”. If you have to state that somethig is cool it is probably not cool. 

3. The word humorous makes you sound like you’re an alien explaining human humour to humans.

Nothing in even remotely close proximity to the word humorous is ever “humorous”.

When someone presents to you a “humorous” script it is usually more cringe than humorous. If you have to state it’s humorous it’s probably not humorous. 

4. The word sexy is probably one of the most unsexy words. List of sexier words: hot, wet, drip, chat, catharsis, penguin, sofa & many more...

5. The word vibes is forbidden in all corporate communication.


Thank you for listening and try to enforce these in your own copywriting going forward.