So you need to write better copy, right this minute? Here are five writer basics to pretty up your business writing today.
1) Just Say It
You don’t have to get fancy with diction to sound smart. A reader becomes suspicious of an idea or message if the word choice seems out of context, especially in product descriptions or sales correspondence. Use words you know. If it makes sense to up the lexical ante, let an editor or at least another set of eyes take a pass at it.
2) Stop Clearing Your Throat
Writing means rewriting. It means cutting out redundant sentences, excess phrases,and wordy descriptions. Industry letters don’t need to begin with “from the dawn of civilization” introductions. If your audience speaks your lingo, these kinds of openings will fatigue your reader. It’s okay (and welcome!) to just get to your point. Do you really need to say “due to the fact that” when “that” or “because” usually mean the same thing? And in most cases, double descriptors are usually unnecessary: people understand that ice is cold, night is dark, and clowns are scary.
3) Less is Still More
Getting your message out is the easy part; social media outlets mean you can tweet, post, blog, and e-blast everyone, all the time, telling all how great your product is and why they must have it. Don’t.
Users fatigue quickly, and if the message even whiffs of self-serving, sales-y woo ha, you’ll lose credibility faster than you can say “woo ha”. Keep your message subdued, talk about the other benefits your company offers (charities, global partnerships, your employees’ stories, your vendors’ missions) to engage your readership in an oblique way. Bludgeoning people with offers and urgency is not marketing, it’s spamming.
4) Cross and Dot
Grammar and punctuation matter—there’s no getting around it. Readers will trip over Fake Proper Nouns You’ve Made Up & ampersands when you should use the word “and” instead. Tripping means readers lose interest and you lose credibility. Also: spell-check doesn’t catch everything; “too bee ore knot two bee” is perfectly spelled and completely nonsensical. If you’re sending an important piece of news out to press or to the masses online, have a proofreader take a gander.
5) George is Right
Number six on George Orwell’s “Five Rules for Effective Writing” reads: “Break any of these rules sooner than saying anything outright barbarous.” Kind of a non-rule rule (probably why it’s named number six out of five), but you get the point. If it sounds ridiculous then don’t write it. Despite what old-school grammar guides say, it’s okay to end a sentence with a preposition. I’d never say “Please hand me something with which to write,” but “Please give me a pen to write with.” Really… it’s cool. So are contractions.
Bottom line: reading is about the reader, not the writer. Keeping audience comfort at the forefront of your message will always produce better writing.