9 Tips on writing good copy
| Category: Copy Writing | Date: 2001-06-01 |
THE SIMPLICITY CASE
Simplicity brings in the best results, whether youre a business owner with a product or service to sell, or a Web master with information to present on your site. These results could be in terms of increased sales or more traffic and hits to your site. Simplicity refers to the ease of your readers, customers or visitors in understanding what you are offering them. Are you communicating effectively with your readers? Here are 9 tips you can apply to revitalize and improve your copy:
1. WRITE FOR YOUR READERS
Dont write for yourself. Put yourself in your readers position instead. How would you explain something to him/her so that hell be able to understand it? Your reader wouldnt know anything about your product. If you were him/her, what would you want and need to know? Make your copy reader-friendly too. Involve your reader in your message. Make him feel like the message was written just with him in mind. The best way to do this is by using the "you approach."
2. USE SHORT SENTENCES
Its easier to read copy written in short, crisp sentences. Would you be interested to read a sentence that runs over 50 words and four lines of text? I guess you wouldnt. Same goes for your readers. Youll put them in misery for your excessive verbiage. So write your sentences short and sweet. No fluff. No dangling modifiers, no unnecessary words. How to reduce your sentences? Break your long sentence in two. Get rid of the conjunction "and." If you have two ideas, dont lump them in one sentence. Split them.
3. DEVELOP A CONVERSATIONAL WRITING STYLE
Readers and potential customers are likely to stay interested and keep on reading copy written in a clear, simple, easy-to- understand and conversational style. Eventually, theyll be persuaded to buy or try out your products and services or come back again and again to your Web site. Whats the key here? Write in an informal and conversational tone. Avoid sounding formal or business-like. You risk alienating your readers that way. Informality will make them feel relaxed and more receptive to what youre offering them. Use pronouns -- You, I, We, They. Take advantage of colloquial terms such as OK, get movin, sure thing. Simple words are the keys! Why use "appointment" when you can use the less formal "date"? Or why not "partner" for "associate"? Why write "Enclosed are the information you requested from us" when you can write "Heres the info you asked for"?
4. USE SIMPLE WORDS
This is an extension of Tip # 3. Big words intimidate people. Your readers prefer what youre saying to be in clear, short and simple terms. Big words will annoy them and distract them from understanding what theyre really reading. Before you go off spewing those heavy words, think back to your original goal -- to communicate with your readers effectively. Pompous language wont help you with your goal. Dont be afraid to write copy in plain English.
5. ALWAYS GO STRAIGHT TO THE POINT
Dont waste your readers and potential customers time. Youre not writing long prose. You dont have time to waste words and introductions. If your objective is to grab your readers attention, keep him reading, and have him persuaded in the end, then being gentle with him/her wont work. Go at your reader with a bang! Show him/her in the beginning that you have what he/she needs and he/she can only get it from you. Dont fall into the trap of "warming up" during the first paragraph. Instead of wasting a paragraph explaining the origin of things, dive in right away and explain why your readers need what you have. Avoid being dramatic. It wont work. Your aim is to communicate, sell and gain trust, not give empty rhetoric.
6. BE CONCISE
This tip complements Tip # 5. Even though you go straight to the point, you have to be concise. The most effective copies or ads werent written in one shot. They were rewritten, and written again. Get rid of unnecessary words. Look out for redundancies. Write in the active voice. Why write "free gift" when you can simply use "gift"? After all, it is understood that a gift IS free. Why not "yearly" instead of "on an annual basis"? Why use "in the form of" when you can use the two-letter word "as"?
7. AVOID SEXIST LANGUAGE
Nowadays, its not "salesman" but "salesperson." Sexist language offends some people, so you have to be careful with your language. Offend some and you lose some sales. How do you avoid sexist language? Rewrite your material. Often, doing so eliminates any reference to gender. Instead of "the president called a meeting of his operations staff," write "the president called an operations staff meeting." Use "he" and "she," and "his" and "her." This works if you write simple sentences. You can also use plurals. This way you wont have to use single possessives.
8. WRITE COPY THAT FLOWS SMOOTHLY
Even if you use short sentences and clear and simple words, your writing should still flow smoothly. The best way to find out if your writing flows smoothly is by reading aloud. Listen for any choppiness. You may have used way too many short sentences. Vary your sentence length. You can also use transition words and phrases such as "meanwhile," "another," "also" and "however."
9. WRITE PERSUASIVELY
Persuasive writing is achieved by doing only one thing: being sincere. Dont write like you care; be the word -- CARE for your readers. Readers can see through tactics and ploys to get them to buy. They can also see through copy that was written in a sincere and truthful manner. If youre able to persuade your readers -- make them buy your product, get them to visit your site again and again, or make them act on your goal -- then you have successfully and effectively communicated with them.
© 2000 Shery Ma Belle Arrieta
editor@mail.InternetMusketeers.com
About the Author
Shery Ma Belle Arrieta is an Officer and the newsletter editor for the Internet Musketeers, Inc. To receive more great articles, join our merry band of Musketeers, marketing professionals one and all, as we work to return the values of truth, honesty, and integrity to the world of online marketing. Get straight-to-the-point practical articles that cover all marketing issues and all skills, from the novice to the expert, and great value freebies that will make your marketing life easier. Be educated and be challenged in each stimulating issue of The Internet Musketeers Newsletter. Send a blank e-mail to subscribe here: InternetMusketeers-subscribe@topica.com or visit us online at:See details below.
iamshery@msc.net.ph
http://internetmusketeers.com
Simplicity brings in the best results, whether youre a business owner with a product or service to sell, or a Web master with information to present on your site. These results could be in terms of increased sales or more traffic and hits to your site. Simplicity refers to the ease of your readers, customers or visitors in understanding what you are offering them. Are you communicating effectively with your readers? Here are 9 tips you can apply to revitalize and improve your copy:
1. WRITE FOR YOUR READERS
Dont write for yourself. Put yourself in your readers position instead. How would you explain something to him/her so that hell be able to understand it? Your reader wouldnt know anything about your product. If you were him/her, what would you want and need to know? Make your copy reader-friendly too. Involve your reader in your message. Make him feel like the message was written just with him in mind. The best way to do this is by using the "you approach."
2. USE SHORT SENTENCES
Its easier to read copy written in short, crisp sentences. Would you be interested to read a sentence that runs over 50 words and four lines of text? I guess you wouldnt. Same goes for your readers. Youll put them in misery for your excessive verbiage. So write your sentences short and sweet. No fluff. No dangling modifiers, no unnecessary words. How to reduce your sentences? Break your long sentence in two. Get rid of the conjunction "and." If you have two ideas, dont lump them in one sentence. Split them.
3. DEVELOP A CONVERSATIONAL WRITING STYLE
Readers and potential customers are likely to stay interested and keep on reading copy written in a clear, simple, easy-to- understand and conversational style. Eventually, theyll be persuaded to buy or try out your products and services or come back again and again to your Web site. Whats the key here? Write in an informal and conversational tone. Avoid sounding formal or business-like. You risk alienating your readers that way. Informality will make them feel relaxed and more receptive to what youre offering them. Use pronouns -- You, I, We, They. Take advantage of colloquial terms such as OK, get movin, sure thing. Simple words are the keys! Why use "appointment" when you can use the less formal "date"? Or why not "partner" for "associate"? Why write "Enclosed are the information you requested from us" when you can write "Heres the info you asked for"?
4. USE SIMPLE WORDS
This is an extension of Tip # 3. Big words intimidate people. Your readers prefer what youre saying to be in clear, short and simple terms. Big words will annoy them and distract them from understanding what theyre really reading. Before you go off spewing those heavy words, think back to your original goal -- to communicate with your readers effectively. Pompous language wont help you with your goal. Dont be afraid to write copy in plain English.
5. ALWAYS GO STRAIGHT TO THE POINT
Dont waste your readers and potential customers time. Youre not writing long prose. You dont have time to waste words and introductions. If your objective is to grab your readers attention, keep him reading, and have him persuaded in the end, then being gentle with him/her wont work. Go at your reader with a bang! Show him/her in the beginning that you have what he/she needs and he/she can only get it from you. Dont fall into the trap of "warming up" during the first paragraph. Instead of wasting a paragraph explaining the origin of things, dive in right away and explain why your readers need what you have. Avoid being dramatic. It wont work. Your aim is to communicate, sell and gain trust, not give empty rhetoric.
6. BE CONCISE
This tip complements Tip # 5. Even though you go straight to the point, you have to be concise. The most effective copies or ads werent written in one shot. They were rewritten, and written again. Get rid of unnecessary words. Look out for redundancies. Write in the active voice. Why write "free gift" when you can simply use "gift"? After all, it is understood that a gift IS free. Why not "yearly" instead of "on an annual basis"? Why use "in the form of" when you can use the two-letter word "as"?
7. AVOID SEXIST LANGUAGE
Nowadays, its not "salesman" but "salesperson." Sexist language offends some people, so you have to be careful with your language. Offend some and you lose some sales. How do you avoid sexist language? Rewrite your material. Often, doing so eliminates any reference to gender. Instead of "the president called a meeting of his operations staff," write "the president called an operations staff meeting." Use "he" and "she," and "his" and "her." This works if you write simple sentences. You can also use plurals. This way you wont have to use single possessives.
8. WRITE COPY THAT FLOWS SMOOTHLY
Even if you use short sentences and clear and simple words, your writing should still flow smoothly. The best way to find out if your writing flows smoothly is by reading aloud. Listen for any choppiness. You may have used way too many short sentences. Vary your sentence length. You can also use transition words and phrases such as "meanwhile," "another," "also" and "however."
9. WRITE PERSUASIVELY
Persuasive writing is achieved by doing only one thing: being sincere. Dont write like you care; be the word -- CARE for your readers. Readers can see through tactics and ploys to get them to buy. They can also see through copy that was written in a sincere and truthful manner. If youre able to persuade your readers -- make them buy your product, get them to visit your site again and again, or make them act on your goal -- then you have successfully and effectively communicated with them.
© 2000 Shery Ma Belle Arrieta
editor@mail.InternetMusketeers.com
About the Author
Shery Ma Belle Arrieta is an Officer and the newsletter editor for the Internet Musketeers, Inc. To receive more great articles, join our merry band of Musketeers, marketing professionals one and all, as we work to return the values of truth, honesty, and integrity to the world of online marketing. Get straight-to-the-point practical articles that cover all marketing issues and all skills, from the novice to the expert, and great value freebies that will make your marketing life easier. Be educated and be challenged in each stimulating issue of The Internet Musketeers Newsletter. Send a blank e-mail to subscribe here: InternetMusketeers-subscribe@topica.com or visit us online at:See details below.
iamshery@msc.net.ph
http://internetmusketeers.com
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