| While video and multimedia technologies are rapidly | | | | Again, consider this ambiguous sentence; |
| expanding, the Web remains a largely a | | | | "Anti-nuclear protestors released live cockroaches |
| text-oriented system. Text utilizes far less space | | | | inside the White House Friday, and these were |
| than video or audio, and remains the go-to | | | | arrested when they left and blocked a security |
| medium for the majority of the web's public | | | | gate." |
| content. This means that there is a lot of copy on | | | | While it seems innocuous enough on the surface, |
| the web, so a savvy copywriter should be on the | | | | this statement does illustrate the problem with |
| lookout for any technique that will improve the | | | | ambiguous grammar. Good copywriting is precise |
| material he puts forward. | | | | and unambiguous. Here it comes across as funny, |
| Tip 1 - Know Yourself | | | | but if your customers aren't coming to your site |
| This piece of advice has been kicking around for | | | | to laugh, go with a clearer example. |
| several thousand years, and it has persisted for a | | | | Tip 6 - Write Concisely |
| reason - people make better decisions when they | | | | Strunk and White's 'The Elements of Style' sums |
| know their strengths and limits. If your writing | | | | this up as 'Omit needless words.' Stick to short, |
| lends itself to narrative structures, find ways to | | | | clear paragraphs and sentences. Elaborate where |
| tell stories about the product, perhaps in the form | | | | needed, but focus on efficient writing that gets |
| of a testimonial or an interview. If you aren't | | | | the message across without pointless extras. |
| capable of writing technical articles, don't try to | | | | Tip 7 - Start Strong |
| bluff it. | | | | Journalism focuses on a technique known as the |
| Tip 2 - Improve Yourself | | | | lede. In short, this is all the relevant detail of the |
| The web changes, language changes, people | | | | story conveyed in one sentence, and it always |
| change, products change... in short, everything | | | | comes at the start of the article. "A local man |
| changes. This is a good thing. Improvement and | | | | was arrested today in connection with the recent |
| training are important changes that everyone | | | | kidnapping of a foreign exchange student." Notice |
| must go through in some degree if they want to | | | | it doesn't give names or quotes, just the |
| remain relevant. You may want to consider | | | | hard-core facts. While online copywriting rarely |
| enrolling in a writing course, study new SEO and | | | | needs to emulate this exact approach, it still |
| copywriting tips, pick up a highly rated style | | | | illustrates a key point; good articles present their |
| manual, or continue refining your skills in some | | | | best facts quickly while hooking the reader. |
| other way. | | | | Tip 8 - End Strong |
| Tip 3 - Target Your Language to the Audience | | | | There are countless examples of writing that |
| There is always an audience. Whether writing a | | | | start out with the proverbial 'bang,' only to |
| letter specifically to one individual or composing for | | | | wander off pointlessly. Focus your writing on its |
| a website to be viewed by international | | | | key message and make sure the final statement |
| customers, take the time to find out who your | | | | is as strong as the first. Write your beginning |
| audience is and tailor the writing accordingly. | | | | statement and ending statement at the same |
| Academics will have different writing standards | | | | time and make sure the article is always leading |
| than a DIY auto repair services, and neither will | | | | toward that killer end sentence that ties the |
| appreciate receiving articles targeted to the other. | | | | article up in a powerful way. |
| Tip 4 - Write Coherently | | | | Tip 9 - Read |
| Compare the following two statements:a - The | | | | While this partially falls under the idea of improving |
| Large Hadron Collider, created and maintained by | | | | yourself, it's also a specific example that deserves |
| CERN in Geneva, is designed to locate and study | | | | its own mention. Read constantly. Read good |
| the Higgs-Boson particle, which will provide insight | | | | articles and bad, seeing what works and what |
| into the origin of the universe.b - CERN intends to | | | | does not. People who are widely read write better |
| use the Large Hadron Collider to locate and study | | | | than comparable writers who don't read as much. |
| the Higgs-Boson particle in an attempt to gain | | | | Tip 10 - Write Constantly. |
| insight into the origin of the universe. | | | | Copywriting is a talent like any other. Daily |
| The first sentence is full of asides and | | | | practice with writing will expand your ability to try |
| parenthetical statements while the second | | | | new ideas and reinforce good habits. Even if you |
| conveys the information more fluidly. There are | | | | have no copywriting assignment at the moment, |
| times when asides and references are important, | | | | browse the web looking for websites in your area |
| but as a general rule, take any opportunity you | | | | of expertise, and see if you can't improve their |
| can to simplify your writing. Your message will be | | | | copy. Then you can either consider it free |
| stronger and clearer for the effort. | | | | practice, or perhaps give the authors a call to see |
| Tip 5 - Write Specifically | | | | if they're interested. |