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5 Keys to Copywriting for Site Visitors and Search Engines
When it comes to writing your Web site copy, you must balance the needs of your target audience with search engine optimization. Here are the 5 keys to help you succeed with both site visitors and search engines. 1. Comprehension and Attention...
9 Essential Items Your Website Copywriter Must Know About Your Business BEFORE Writing a Word...
...And if he's not asking, you don't want him writing for you. Web Marketing Series It's pretty much a given...when you hire a copywriter for your newly designed web site, your getting someone with above average writing skills. But the best...
Are Creative Stereotypes Holding You Back?
Here's a quick quiz: 1) When I see a see a sunrise, I'm moved to: A. Compose a poem. B. Try and capture the beauty with my paints and brush. C. Stumble drunkenly into bed -- boy that party was a lot of fun. D. Cover my face with my pillow and go...
"Discover Your Creativity"
You have permission to publish this article in its entirety, electronically or in print, free of charge, as long as Robert Leggett's byline is included. A courtesy copy of your publication would be appreciated. ARTICLE WORD COUNT: [794] ...
Does Your Copywriting Trigger What Makes Your Visitors Buy?
You study your website stats and see the amount of traffic coming through. Nice numbers. But when you compare your traffic against your sales, what do you get? A small fraction of 1%? Wouldn't you love to see those conversions grow? But how can you...
 
Five Keys To Leaner And Meaner Copywriting



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 freelance copywriter in the Orlando, Florida area, specializing in providing for the marketing and communications needs of the independent professional private practice.

 

Copywriting . Net
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Copywriting - Wikipedia, the free encyclopedia
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Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business.
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