Title:

9 Tips for Better Copywriting

Word Count:
684

Summary:
Do you use weak verbs? Are you needlessly redundant, or robotic in your use of
long sentences? Do you sometimes overstate the obvious? Here are 9 handy tips that
can improve and economize your writing.

Keywords:
Copywriting, copywriters, writing, advertising copy, ads, brochures, mailers, web
content

Article Body:
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 the wimpy verbs�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 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.)

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 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.