All copywriters have their own preferred ways of drafting their copy. I like to write a very rough version, including all the key points and examples, then I go back and revise the draft, making the sentences trip off the tongue. I will often read the copy out loud to check on this.
The following tips will help you:
- Simplify your copy so it can be scanned easily by a casual reader, and
- Improve the fluency of your copy, so it is easier to read.
One idea per sentence; one point per paragraph
Focus on one thing at a time. Copy is difficult to read when sentences and paragraphs ‘shoot multiple tennis balls’ - Readers require time to digest information and find a message easier if it is step-by-step.
Split up longer sentences
Advertising copy follows the patterns of speech more closely than it follows the rules of written grammar, so don’t be afraid to start a sentence with Yet, So, And or But. (My English teacher is rolling in her grave, too)
Use simple words & use simple tenses
Shorter Saxon words are much better than multi-syllable Latin based words eg ‘facts’ instead of ‘information’, ‘talk’ instead of ‘conversation’, ‘Now’ instead of ‘immediately.’
Vary the length of sentences and paragraphs
The odd one sentence paragraph helps break up copy, varies the pace and holds the reader’s interest.
Write in an informal style
The aim is a flowing style so don’t gets too obsessed with grammar or punctuation. The attentive reader may want to correct your copy, but your target readers are more interested in the product ‘speaking‘ to them. I’m not saying to be sloppy with your grammar and spelling - Bending the rules is one thing, but being ignorant of them is another.
Use visuals and captions instead of copy whenever possible, and give your copy an interesting layout. You might need your graphics and web gurus to help you here…
Break up your copy with bullet points
Bullets make copy easier to read. Some pointers for using bullets effectively are:
- Keep to a consistent style of writing. If your first bullet point starts with a command verb like this one, your following bullets should also start with command verbs. If your first bullet demonstrates what a feature does, all your bullet points should do the same.
- Use bullets to present facts and figures. Statistical bullet copy can be easily sectioned off as a ’stats section’.
- Try tick-bullets. If your bullet copy is intended to look like a check-list, tick points can be more eye-catching than regular bullet points.
- Number your points. It is often effective to use numbers instead of bullets and introduce the bullet copy as ‘5 reasons to…’ or ‘5 ways to…’. For instance, I could have introduced this bullet copy as 5 pointers for effective bullet copy.
