“Most copy writers are like engines. They take a while to warm up and get to the point”.

This is a quote from Drayton Bird. If you are from the marketing world you may know who I am talking about. But for those who don’t, Drayton is a man who knows a thing or two about good writing! –  A man we can all learn a thing or two from.

How many times have you started to read an email, or an article and given up three lines in? 100? 1000? Either the text is hard to read, doesn’t make sense, or it is simply boring…

But every so often an article will catch your eye, you will it read all and then catch yourself thinking about it throughout the day. What is it that makes us keep reading to the end of some articles but not others…?

Quality writing.

Here are 10 simple steps to improve your copywriting:

1. Never use a long word where a short one will do

Purchase Buy – Transitioned Changed

2. Make your sentences as short as possible

Sentences over 32 words are hard to read.

3. Never use jargon

A lot of people will not understand what you are talking about.

4. Always cut unnecessary words out

Remember that time when your car broke down and you were very late for your brother’s wedding.

5. Use the word ‘you’ it instantly connects you with your reader

Our product is perfect for businessmen who are short for time.  If you are a businessman who is short for time, our product is perfect for you.

6. Think of a creative heading

A guide to explain Blue Ocean Strategy theory – Can you drink champagne on a lemonade budget?

7. Be specific

Get straight to the point. (Drayton Bird said it, it must be true!)

8. Use sub-headings

Tell the reader what is coming next and mark a sensible break in your story.

9. Make sure there is lots of white space

Give the reader a breather and make your text stand out.

10. Spelling and grammar

Real Business conducted a study in the UK that showed 59% wouldn’t use a company whose website has overt grammatical errors and misspellings.

It doesn’t matter how important your message is, or how good your ideas are, poor copywriting will not achieve your desired results.

We shared an article with you earlier this week called ’13 Crucial Skills Communications Professionals Should Cultivate’. The article picks out the importance of writing in communications. In a world where we are exposed to a multitude of brands trying to grab our attention every day, good writing will always be a differentiator.

Are you guilty of using jargon in your external communications? Do you use simple language always? Do you need help from an agency?

#fridaythink