Adverbs
Adverbs are words that modify verbs, adjectives, or other adverbs. They usually end in "-ly". They are easy to spot in your text. It could look something like, "She typed intently."⠀
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This is lazy writing. You can easily tell your reader how she typed OR you could show them. Try something like this, "She sat hunched over her computer, thoughts racing a mile a minute. Her fingers moved with intention as she hit every key with precision. Her ideas were becoming a reality."⠀
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Sometimes adverbs should be avoided because they provide no additional value to the sentence. Take this sentence for example, "We gladly offer you next day service." OR "We offer next day service." Does "gladly" add any value to the sentence? It conveys the same message.
Instead, you can SHOW the reader why you're glad to do it. "We enjoy giving you all the benefits of our service when you need it most." BOOM!⠀
Filler words
Avoid filler words at all costs. They clutter your copy and provide no value. You recognize filler words in speaking. These include, “like”, “ummm”, and “you know”. When we write, we know to avoid these words. But we replace them with other useless words.
My LEAST favorite filler word is “in order to”. Just say “to”.
“Also”. Just edit it out.
“Very” or “Really”. Instead of saying “We are very good at teaching you to swim”, show your reader why you are good. Try, “Our instructors trained Olympic swimmers.”
“Basically”... Take it out and say what you were going to say.
“Just”. If a sentence works without don’t use it.
“In fact”. Edit it out. Your sentence works fine without it.
Long Sentences
Long sentences are hard to focus on. Use short 20 syllable sentences. These work best. When you have the reader’s attention you can go crazy and try a longer sentence. But then slow it down. See what I did there?
While you’re at it, make use of white space. Separate your large blocks of text. No one wants to look at a whole page of text. If you space out your thoughts, they are easier to follow. Aim for 3-5 line paragraphs.
Headings
Most readers skim. They skim to know if they should read further. Break up your paragraphs into clear headings. Title them so your reader knows what to expect. You can also use your headings to generate curiosity.
As for the title heading, ask a question your audience wants to be answered. Make a polarizing statement that draws attention. Explain how to do something. Use numbers. Most importantly, use them as an outline for your copy.
Being Unclear
Writing a web page or blog post that is unclear is one of the worst things you can do for your business. Your potential client came to you for answers. And you confused them more by being unclear.
To solve this problem write a skeleton before writing your actual copy. Plan out what you’re going to say and the heading you are going to say it under. Be as clear and concise as possible.
Pay attention to your language. Avoid using big confusing words. Use conversational language. Write as you would talk to a friend. Explain to your friend the benefits of your service.
If you take these 5 steps today, you will have more clear and effective copy that drives profits. If you want more copy tips subscribe to my mailing list.
P.S. If you need help with copywriting contact me. I am here for you.
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It’s indeed almost an art to write some of this stuff! Thanks for these tips. We could employ these tips in our normal writing, outside of copy writing!
My pleasure! I really think so too. I believe any type of writing should have some personality injected into it and should be fun to create!
Some solid tips I use many of them myself, especially the skeleton, since I'm an SEO I first have my keyword research done, bucket the words into topics and create my frame before I start writing
Yes! SEO first always. I love planning and then getting to the details of how to execute said plan.
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Show, don't tell. Slowly add the juicy details like as if you were writing and engaging romance novel.