How to Write to Communicate: 11 Tips to Help You Write More Clearly and Concisely

Copywriting is writing to communicate your idea to someone else. Copywriting is essential to successful advertising and is an important skill for any internet marketer.

When a prospect reads your ad, you want them to take some sort of action such as click on a link or fill in their contact information.  You don’t want them to get confused when they read your ad. Your writing should guide your prospect through your message. There should be no questions in their mind about what they read and what to do next. If your prospect has questions about what they read (not about your offer), you blew it. The more clearly you write the better you will communicate with your prospect.

Robert Bly, in his book, The Copywriter’s Handbook, provides 11 tips for writing clearly to communicate. Here is a summary of each of those tips.

1. Put the Reader (your prospect) First. Picture who you are writing to and write to them. Use the word “you” in your ads as much as possible. Ask if they will understand what you wrote? Do you tell them something important or beneficial? If you were the prospect, would you read your ad?

2. Carefully Organize Your Selling Points. Write down your key points and organize them in a “logical, persuasive, and clear fashion.” Present your points in order depending on what’s most important, the amount of information, and the type of ad you’re writing.

3. Break the Writing into Short Sections. Writing becomes difficult to read and intimidating if it too long. Use paragraphs and sections to cover each point. This helps organize your writing. Keep the paragraphs short. Put blank lines, called white space, in between the paragraphs. The white space makes your writing easier to read.

4. Use Short Sentences. Short sentences are clearer and easier to read and understand. If you look at newspapers and magazines articles, you’ll notice that the majority of sentences are short. According to Rudolf Flesch, who wrote Why Johnny Can’t Read and The Art of Plain Talk, the best average length for sentences is between 14 to 16 words. I think the fewer words you can write and still make sense, the better.

5. Use Simple Words. Writing with big words will turn off prospects. Your ad is a conversation with your prospects. They talk with simple words, so your writing should use simple words too.

6. Avoid Technical Jargon. Write in words your reader will understand. Don’t use jargon and lingo just because you can. Remember you want to connect with your reader, not talk over their heads. Bly recommends two rules when it comes to using jargon. 1) Don’t use jargon unless 95% or more of your prospects understand it. 2) Don’t use jargon unless is “precisely communicates your meaning,” that is, it’s the only word that you can use.

7. Be Concise. Get rid of extra words that don’t add meaning to your writing. Get rid of the fluff. Edit and rewrite your copy to get it concise. “Avoid redundancies, run-on sentences, wordy phrases, the passive voice, unnecessary adjectives, and other poor stylistic habits…”

8. Be Specific. People are persuaded by specific information, not vague words that have no meaning. The more facts, the better. According to Strunk and White, who wrote The Elements of Style, “The surest way to arouse and hold the attention of the reader is by being specific, definite, and concrete.”

9. Get Straight to the Point. Prospects don’t want to waste time reading an ad. They’re reading your ad because your headline promised them something. Give it to them right away or they’ll go away.

10. Write in a Friendly, Conversational Style. Write like you talk (or your propect talks). Talk to them one-on-one. Ask yourself if what you’re writing is how you would say it if speaking? Use pronouns, colloquial expressions, contractions, and simple words.  It’s better to write as if you’re speaking than focusing on correct grammar.

11. Avoid Sexist Language. Many prospects are offended by sexist language. To avoid sexist language use plurals and avoid references to gender. Try alternating gender references if you must refer to gender. For example, use “he and she” and “his and her.” Don’t use “he/she” or “his/her;” instead use “he or she” and “his or her.” As you’re writing, imagine a person who represents your prospects and write to that person.

Hopefully these tips will help you write your ads so you can communication more clearly and concisely with your prospects. The more you write the better you’ll get.

Happy Business Building,

Yoli