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9 Tips for Better Copywriting
by Alex A. Kecskes
We all learned how to write in school, but in
advertising, there are some simple techniques that experienced
writers use to convey messages with greater impact and brevity.
Without being too tutorial, you'll find these 9 tips quite handy
when writing your next sales letter, brochure or web page.
Avoid wimpy verbs such as
"is" and "be"
These "do-little" verbs only occupy
space and state that something exists. So don't write "There
is one simple omission that can transform a sentence from boring
to brilliant." Do
write "One simple omission can transform a sentence from
boring to brilliant." Similarly, avoid "We will be
running the new program from our Dallas office." Instead,
opt for "We will run the new program from our Dallas office."
Place the longest item at the end
of a series
Start with the simple and work toward the complex.
It's less confusing and makes a more memorable ending to the
sentence. If you have a series like "He was always later
that Joan, loud and boring." Opt for "He was loud,
boring and always later that Joan."
Specifics are more convincing
Unless you must for legal reasons,
don't use words like many, several, approximately, nearly and
other such mushy weasel modifiers. Specifics tell your audience
that you know what your product can do based on tests, research,
results, etc.
Modify thy neighbor
Neighboring clause, that is. Make sure your modifiers
apply directly to the pertinent clause in question. Do this and
you'll avoid such gaffes as "I collided with a stationary truck coming
the other way. (The truck wasn't't coming the other way, it was
stationary.) Better to tell the judge "I was coming the
other way and collided with a stationary truck." (You'll
still pay the penalty for running into a truck, but at least
you'll come across as sober.)
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Use single verbs to
avoid doublespeak
Single verbs can often do the work of two similar
verbs. Instead of "The computer was operating and running
smoothly," go
for "The computer was running smoothly." Or, instead
of "He was empty and ran out of gas," go for the more
direct "He ran out of gas."
Vary sentence length
A string of sentences all the same
length can be boring. Start with a short sentence or at least a
medium-length one, then go long, short, medium or any combination
thereof. Imagine a person talking in sentences that are all the
same length. Robotic.
Are
your sentences like the Energizer Bunny?
They go on and on. Just because you're conveying
legal or complex technical information, doesn't't mean you have
to use serpentine sentences that never seem to end. Instead of
saying "Laser
beams, which have many properties that distinguish them from
ordinary light, result from the emission of energy from atoms
in the form of electromagnetic waves." Break up and re-phrase
to "Laser beams have many properties that distinguish them
from ordinary light. They are produced when atoms emit energy
in the form of electromagnetic waves."
Go short and sweet
Why use a 4- to 5-word phrase when a 1- to 2-word
version will do nicely-with no loss in meaning? Statements like "in
view of the fact that" can be easily reduced to "since" or "because." Word
economy is particularly important, especially when you're paying
for premium ad space in a major publication.
Don't overstate the obvious
Redundancy is good for space travel, but not for
clear writing. Phrases like "anticipate in advance," "totally
finished," or "vital essentials" will drive your
readers crazy and communicate very little. The same goes for
stringing two or more synonyms together like "thoughts and
ideas" or "actions and behavior." It makes readers
wonder if you really meant to say two different things or just
wanted to reinforce one word with a needless synonym.
So the next time you're struggling with that sales letter, mailer
or web page, follow these simple rules. They'll help you communicate
your message more clearly and with greater selling power. Remember,
there are 26 letters in the English alphabet. Use them wisely.
Alex Kecskes is a former ad agency Copy Chief who provides a
full range of copywriting services to agencies and Fortune 500
companies. For samples and more information, please visit: www.akcreativeworks.com
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