If you're an independent consultant, sole proprietor, or small business owner you may find yourself writing your own marketing materials for your business. If it's a struggle and you find yourself tearing your hair out while staring at a computer screen, a few writing strategies will help you write effective, clear copy your prospects will want to read.
Use the quick copywriting tips below to help you write more effective marketing messages.
Write active sentences rather than passive sentences. Active sentences are more vigorous and put more life into the sentence. Here's an example of an active sentence: "The business owner wrote the copy for the web page." Here's an example of a passive sentence: "The copy for the web page was written by the business owner."
Use contractions, but no more than two contractions per sentence. Any more than that and your sentence will not read well. Contractions sound conversational and less formal. You don't want to lapse into stiff, formal language that sounds stuffy.
Use the words "you" and "your" much more than "I" and "we." If you catch yourself saying "I" and "we" a lot, then you're talking about yourself too much. Get back to being focused on your reader and their needs and concerns.
Be concise; always use fewer words when possible. Cut out fluff and filler words. Forget phrases like "at the present time" or "needless to say," for example.
Use powerful verbs. Powerful action words transform ho-hum sentences into lively and exciting copy.
Avoid jargon and big words with several syllables.
Vary your sentence length. Sentences all the same length lack rhythm and are boring.
Use short paragraphs. Long blocks of text are hard to read. Remember, people are busy. Make it easy for them.
Make your copy easy to skim. Use headlines, sub-headlines, bullets, and bold formatting. People are pressed for time. Make sure they can take in your most powerful messages at a glance.
Have a call to action. Always ask the reader to do something. Buy, phone, order, sign up, etc. Make it stronger than "For more information, please call..."
Write first; let it sit for a day, then go back to edit and polish.
Add writing resource books to your library and use them. Make sure you have a good dictionary and a book of synonyms. "The Elements of Style" by Strunk and White and "On Writing Well" by William Zinsser are two of my favorites.
Finally, remember, it doesn't have to be perfect, just good enough. This suggestion is for all you perfectionists out there. Endless writing and re-writing can be counter-productive. Just give it your very best shot and get it out there.
These are just a few of my favorite copywriting tips, but if you use each of these suggestions, you'll see a big improvement in your marketing copy.
Use the quick copywriting tips below to help you write more effective marketing messages.
Write active sentences rather than passive sentences. Active sentences are more vigorous and put more life into the sentence. Here's an example of an active sentence: "The business owner wrote the copy for the web page." Here's an example of a passive sentence: "The copy for the web page was written by the business owner."
Use contractions, but no more than two contractions per sentence. Any more than that and your sentence will not read well. Contractions sound conversational and less formal. You don't want to lapse into stiff, formal language that sounds stuffy.
Use the words "you" and "your" much more than "I" and "we." If you catch yourself saying "I" and "we" a lot, then you're talking about yourself too much. Get back to being focused on your reader and their needs and concerns.
Be concise; always use fewer words when possible. Cut out fluff and filler words. Forget phrases like "at the present time" or "needless to say," for example.
Use powerful verbs. Powerful action words transform ho-hum sentences into lively and exciting copy.
Avoid jargon and big words with several syllables.
Vary your sentence length. Sentences all the same length lack rhythm and are boring.
Use short paragraphs. Long blocks of text are hard to read. Remember, people are busy. Make it easy for them.
Make your copy easy to skim. Use headlines, sub-headlines, bullets, and bold formatting. People are pressed for time. Make sure they can take in your most powerful messages at a glance.
Have a call to action. Always ask the reader to do something. Buy, phone, order, sign up, etc. Make it stronger than "For more information, please call..."
Write first; let it sit for a day, then go back to edit and polish.
Add writing resource books to your library and use them. Make sure you have a good dictionary and a book of synonyms. "The Elements of Style" by Strunk and White and "On Writing Well" by William Zinsser are two of my favorites.
Finally, remember, it doesn't have to be perfect, just good enough. This suggestion is for all you perfectionists out there. Endless writing and re-writing can be counter-productive. Just give it your very best shot and get it out there.
These are just a few of my favorite copywriting tips, but if you use each of these suggestions, you'll see a big improvement in your marketing copy.
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