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Writing is one of those skills that seeps into almost every other creative pursuit—songs need lyrics, art needs critical interpretation, and videos need scripts. It’s no surprise then that good copywriting is powerful enough to salvage a mediocre project, or destroy an otherwise reasonable one.

Over the centuries some well-known ‘best practice’ tips have emerged to guide new and experienced writers in creating quality work. Though the tips were originally developed with creative writing in mind, today we’re taking a look at how they also apply to writing scripts for brand videos, corporate animation, and explainers.