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copywriting :: Internet Marketing :: Copywriting
Five Keys To Leaner and Meaner Copywriting
If you're seriously interested in knowing
about content, you need to think beyond the basics. This informative
article takes a closer look at things you need to know about content.
Most of this information comes straight from the content pros. Careful
reading to the end virtually guarantees that you'll know what they know.
Grab
'em and don't lose 'em. Every marketer knows that one. Human beings
have very short attention spans, so you can't afford to waste your
prospect's time - give them the good stuff and then let them go as soon
as you can. Writing effective marketing material is all about writing crisply with just a handful of words.
Clean writing isn't an accident, but is instead the result of the
careful application of certain principles and tools. Try these five
techniques for crafting leaner, meaner, more effective business copy:
Avoid modifiers. Modifiers change the meaning of other words; the
most common of these are adverbs and adjectives (words that describe
verbs and nouns, respectively). They're used when the writer feels that
the noun or verb needs a little something extra: "the shining sun",
"run quickly", etc. Get rid of as many modifiers as you can and choose
nouns and verbs that stand on their own.
No lazy words. Every word should be doing real work,
conveying necessary information and supporting other parts of the
piece. Think of your sentences as support beams and rafters in a
building, and analyze the piece word-by-word: are there any nails
sticking out of boards? Anything that's there purely for show? Anything
that doesn't strengthen your writing weakens it. Strip your copy down
to its most essential parts, and throw out the words that are sleeping
on the job.
Reduce it to a single sentence. Do you really know what you want to
say? You might be surprised - try phrasing your entire piece into one
simple sentence. Can you do it, or are you insisting that your message
is too in-depth? Taking your point down to a single statement can give
your copy new focus and clarity.
One thought per sentence. Sentences and paragraphs are different
things. Avoid long, complex sentences built up of multiple thoughts.
Keep your sentences to one thought each, keep them short and simple,
and use your paragraphs for the complex ideas.
When in doubt, cut it out. Every writer has written the perfect
sentence that just doesn't play along well with others. Hemingway was
right - kill your darlings. If you can't figure out how to ease that
bit of poetry in with the rest of your marketing piece, cut it completely and don't look back. Be merciless. You'll be surprised how often that's the best solution.
About The Author
Robert Warren (www.rswarren.com) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.
writer@rswarren.com
There's a lot to understand about content. We were able
to provide you with some of the facts above, but there is still plenty
more to write about in subsequent articles.
We hope you found the information on this page useful and will return often to browse
the many articles throughout our site. We will be adding new material on an ongoing
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