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Article Writing and Article Marketing: What Do They Want to Read?
Wal-Mart, McDonalds, and other large corporations spend millions
of dollars doing market research, trying to discover what it is
that their customers want.
We can take a hint from what they do.
Don't assume you know
The mistake many...
Search engine Optimization copywriting - A genuine way to achieve the Higher
The basic aim of the site optimization is to achieve the top 10
position in the search engine. Various strategies have been used
to achieve that. Out of all the strategy copywriting is the one
of the strategy that is in use. But before the...
Take Baby Steps In Your Writing To Yield A Book
The thought of writing a book is usually daunting for many writers. After all, how and where do you begin writing a book that's anywhere from 25,000 to 100,000 words? Big numbers can be pretty intimidating. But there's a way to get around this....
The Secret Ingredient to Your Writing
Okay, so what do you need to succeed in your writing career? To keep it simple, I would say just five things – the first four are obvious enough but the last one may shock (and comfort) you. Let's go through them in order: Technical ability This...
Where Can You Find The Best Resources For Technical Writing
As a freelance writer, it is important that you have a solid foundation for your skill. In many cases, though, there may be a need to use technical writing resoures to excel. Because there are many fields in which an individual can work in, there...
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Business Writing: When Not To Be Professional
It’s time to write your next ad or brochure. Maybe some web content. You’ve done all your research, and you’re staring at a blank computer screen. You want to look good in print. You want to put your “best foot forward.” And, of course, you want to make a barrel full of money.
Well, you’re going to have to pick one, because you can’t do all three.
Not, that is, if “looking good in print” means sounding like an educated professional. Or using perfect grammar. Because unless all of your prospects are English teachers, they’re going to respond better to more natural writing – writing that reads like people actually speak.
Real people don’t speak like “professionals” write. (Neither, for that matter, do most professionals.) Real people use sentence fragments. They start sentences with “and”, “or” and “but.”
Every now and then they kind of trail off like…
One thing real people do not do is use big, fancy words when shorter ones will do. And neither should you.
Real people do not say things like, “I am committed to finding the lowest cost alternative.” Why, then, would you want to be “focused on providing” it?
Copywriting that uses stuffy, complex language just doesn’t sell. You know what I mean: The verbose, impersonal, corporate-speak that sounds more like a mission statement (which nobody cares about) than a personal communication. The
kind that strokes the CEO’s ego when it should be stroking the prospect’s.
With that in mind, here are some tips to help bring your writing back “down to earth”:
1.Picture your prospect. Get a mental picture of the one typical person you’re writing to. If you have to, get a real picture from a magazine or even your family album and tape it to your computer screen as you write. Then write like you’re talking to that one individual.
2.Read your copy out loud. If you stumble over anything, so will your reader. Rewrite until your words flow smoothly and sound natural.
3.Read your copy to someone else. Preferably a group of people. If, when you are finished, they tell you what a great job you’ve done, you have failed. You’ve succeeded when they ask you how to get what you’re writing about.
Never be afraid to be personal in your ads, web pages, sales letters – any time you are communicating with a prospect. Make it sound like you are actually speaking to them.
If you still want to “look professional”, use the money you make and go buy some nice business clothes!
About the Author
Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" is an independant copywriter and marketing consultant. For more helpful articles like this one, visit www.dramatic-copy.com.
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