9 Methods To Improve Copywriting - By: Calvin Tan

We all learned how to write in school, but there are some basic techniques that experienced writers use to convey messages with greater affect and brevity in marketing. Without being too tutorial, you will find these 9 recommendations quite handy when writing your next sales letter, brochure or web page.

1. Avoid the wimpy verbs-is and be

These "do-little" verbs only occupy space and state that something exists. So do not write, "There is one basic omission that can convert a sentence from boring to brilliant." Do write, "One basic omission can convert a sentence from boring to brilliant." Similarly, avoid "We will be running the new program from our Dallas office." As a replacement, decide on "We will run the new program from our Dallas office."

2. Place the longest item at the closing of a series

Start with the basic and work toward the complicated. It is less confusing and produces a more memorable finishing to the sentence. If you have a series like "He was always later that Joan, loud and boring." Decide on "He was loud, boring and always later that Joan."

3. Specifically are more convincing

Unless you need for legal circumstances, do not use words like multiple, many, close to, closely and other such mushy weasel modifiers. Specifically tell your audience that you know what your product can do based on tests, analysis, results, etc.

4. Modify thy neighbor

That is neighboring clause. Make sure your modifiers apply best to the appropriate clause in question. You will avoid such gaffes as "I collided with a stationary truck coming the other way. The truck was not coming the other way, and it was stationary. Better to tell the judge "I was coming the other way and collided with a stationary truck." You will still pay the penalty for running into a truck, but at least you will stumble upon as sober.

5. Use single verbs to avoid doublespeak

Single verbs can often do the work of two similar verbs. As opposed to "The PC was operating and running smoothly," go for "The PC was running smoothly." Alternatively, as opposed to "He was empty and ran out of gas," go for the more direct "He ran out of gas."

6. Vary sentence length

A string of sentences all an identical length can be boring. Begin with a short sentence or at least a medium length one, then go long, short, medium or any consolidation thereof. Imagine anyone talking in sentences that are all an identical length.

7. Are your sentences like the Energizer Bunny

Just because you are conveying legal or complicated technical information does not mean you have to use serpentine sentences that never seem to end. As opposed to saying "Laser beams, which have many properties that distinguish them from ordinary light, result from the emission of energy from atoms in the type of electromagnetic waves." Break up and rephrase to "Laser beams have many properties that distinguish them from ordinary light. They are made when atoms emit energy in the type of electromagnetic waves."

8. Go short and sweet

Why use a 4 to 5 word term when a 1 to 2 words version will do nicely with no loss in meaning? Decrease statements easily like "in view of the fact that" to "since" or "because". Word economy is mainly important, principally when you are paying for premium ad space in a radical publication.

9. Do not overstate the obviously

Redundancy is good for space travel, but not for clear writing. Phrases like "anticipate in advance," "totally ended," or "vital essentials" will drive your readers crazy and communicate extremely little. An identical goes for stringing two or more synonyms together like "thoughts and ideas" or "actions and pattern." It produces readers wonder if you really meant to tell two different things or just wanted to reinforce one word with a needless synonym.

Therefore, the next time when you are under pressure with that sales letter, mailer or web page, go after these basic rules. They will help you communicate your message more clearly and with greater offering power. Remember, there are 26 letters in the English alphabet. Use them wisely.

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