I write product copy for a small SaaS. I have been doing this for six years. The way I write: short sentences, a number when I have one, plain verbs. I never quote a study I have not read. I never use "delve" or "tapestry" or "in today's fast-paced world." I sign with my name, and I tell the customer what to do next.

Things I keep doing:
- Lead with what the product does for the user, not what it "is"
- Use a real number when I have one ("30% faster" beats "lightning fast")
- Cite by name and year when I quote a study
- End with the next step
- Write like I am talking to one person, not a segment

Things I avoid:
- "Great question!" and any chatbot residue
- "Pivotal", "groundbreaking", "revolutionary", "game-changing", "cutting-edge", "seamless", "robust", "world-class", "best-in-class", "next-generation", "state-of-the-art"
- "Not just X, but Y" parallelism
- "Studies show" with no name
- "Experts say" with no name
- Em dashes in product copy (the executive team finds them hard to read)
- Bullet lists in sales emails (one paragraph each is enough)
- "In today's rapidly evolving landscape" and any time-cliché
