IT’S EASY TO WRITE… RIGHT?

True enough, anyone can commit some text to paper or screen, but the question is: was the message communicated effectively?

Writing for business seems straightforward enough on the surface, but being able to objectively portray the products and services you deal with every day can be very tricky.

So, without further ado, here’s a little collection of textual gems our copywriters live their literary lives by…

1) Limit your lexicon

Case in point with the title above really – why use a word like ‘lexicon’ when ‘language’ would’ve been fine and communicated the point in much simpler way?

There is a bit of an assumption that big words make things sound impressive. That may be true in some cases, but if you’re only impressing a fraction of your potential audience, whilst alienating the rest, is there really any need to use them?

– If you can replace a long, complicated word with a shorter equivalent, do it.

2) Strictly simple

In any language, scholars will delight in waxing lyrical about its finer points – past participles, adjectives, proper nouns and so on.

I’m not suggesting these aspects aren’t important, but by far the most crucial element in any copy is that what’s written conveys a clear and easily digestible message.

Put simply, you’re not writing a thesis on the science behind a neutron star; you’re expressing concepts, features and ideas in a basic, compelling way.

– Make certain your basic spelling and punctuation is perfect, but don’t go overboard.

3) Mix it up

A copywriter only has a miniscule period of time to capture their prospective audience’s attention, probably only a matter of seconds.

With such a tiny window of opportunity, it’s important not to make your job any harder than it needs to be.

As important as the content itself is style and typography. Your copy might be thoroughly engaging and well researched, but if it’s not set out in a way that draws the reader in, you’ve already lost the battle.

– If you’re lucky enough to be working with a designer, use their knowledge to set your text out enticingly. If not, regularly simply switch between long and short sentences, breaking up the copy.

4) Why do I want what you’re selling?

Slightly dispiriting copywriting fact 1: the only person who will read what you’ve written from beginning to end is you.

Sad but true, I’m afraid.

The reason? People simply don’t have the time to read through reams of information, no matter how informative and useful it might be.

The solution? Cut to the chase. Make sure you focus on the benefits of your product or service, not the features. If your reader doesn’t understand what’s in it for them, they’ll be off in a flash.

E.G – “Captain Dustcrusher uses 20% less power than the next most efficient product, saving you money and allowing you a greener home.”

– Determine a compelling set of benefits and present these concisely to your reader.

5) Who’s reading?

Each piece of writing you produce will naturally be intended for a specific audience.

If you haven’t done your research properly, how can you know whether what you’re writing is suitable for them?

Taking the brief, build up a profile of your readers, really get under their skin and understand what sort of messages they are most receptive to.

For example:

Computer supplies/software – IT managers with buying power, looking for exceptional service, credibility and professionalism; well structured, strong language with little room for quirkiness.

– Use your most effective weapon here: common sense. Develop an understanding of your audience, target carefully and results will follow.

What examples have you come across of well and badly written text? What made you read on and what made you switch off?