Clarity is a wonderful thing in advertising. It’s also pretty rare within the small farm/livestock
world. Too many are writing web content,
ads or brochures that are wordy and confusing.
Are you trying to impress someone or to communicate the benefit they get
from doing business with you? When you use
big words to imply a vast depth of knowledge and expertise, you actually turn
people away. If you’re trying to show
off your vocabulary, you’ll fail to connect with your readers.
Today’s article will have several rules about copywriting. Here are the first two:
Never write anything that is unclear.
Never write anything that is hard to understand.
How? Number one way
is remember that less is more. Marketing
is not like any other kind of writing.
You cannot prove your intelligence or your expertise through
volume. Since they don’t have to read
it, the only way to get them to read it is to entice them to read it. Make
it easy, clear and fun. Simple, clear
writing never offends anyone, not even the most highly educated. Complicated, lengthy
writing leaves readers unable to understand what you're trying to say or else
they just won’t bother.
Last time I gave you some examples of corporate speak, and
other kinds of NOT clear writing.
Another example is turn on C-Span sometime and listen to the
politicians. Not short and sweet, by any
means.
Using short word, easy words, helps to make marketing
understandable and easy to read. Winston
Churchill said this: "The old words are the best, and the old small words
the best of all."
Using simple words is an art. I could cover pages and pages of examples of
the big, self-important words and cliché phrases people use. They have a simpler alternative. The simpler alternative always makes it
clearer and easier to read. Here are some examples:
Wrong phrase
Why it’s wrong What to use instead
As well as a three word version and
Out of pocket a slangy jargon phrase away
When all is said and done cliché finally
And/or
cliché use
one or the other
Nonfunctional pompous word broken
Cadre
pompous
word group
Tantamount to saying pompous
and cliché this means
Utilize
big
word use
Individual 5
syllables-it distances you man,
woman
Edgy meaning
is not clear trendy, in your face, fresh
Here’s another rule:
Do not use Passive Voice if you can possibly avoid it, and you usually
can! Passive voice is mushy. It separates the doer from the action. It is a way to be hesitant, not very sure of
yourself. The active voice is sharper
and direct and more attention getting. Here
are some examples.
I have a suspicion means I suspect.
He will make an agreement means he will agree
I am holding a discussion means I discuss
She gives instruction to, means she instructs
To make a choice is to choose
And from George Orwell's "Politics and the English
Language" more rules that work!
1. Never use a metaphor, simile, or other figure of speech
which you are used to seeing in print.
2. Never use a long word where a short one will do.
3. If it is possible to cut a word out, always cut it out.
4. Never use the passive where you can use the active.
5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
2. Never use a long word where a short one will do.
3. If it is possible to cut a word out, always cut it out.
4. Never use the passive where you can use the active.
5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
If you only take away one idea from this article, it is to
edit, edit, edit--and take out all the words that do not absolutely have to be
there. Your writing will be a whole lot more interesting and easier to read! And that’s the point of marketing!!!
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