9 Tips for Better Copywriting part 2
Modify your neighbors.
Neighbors paragraph, that is. Make sure you Modifiers apply directly to the relevant paragraph is. Do this and you will avoid such gaffes as “I collided with a stationary truck coming the other way. (The truck does not come with the others, he never changed.) Better to tell the judge” I have come the other way and collided with a stationary truck. “(You will still pay a fine to run a truck, but at least you will come across as wise.)
Use single verbs to avoid doublespeak.
Single verbs can often do work the same two verbs. Instead of “the computer that has been operating and running smoothly,” go to “the computer has been running smoothly.” Or, not “He is empty and out of gas,” go for the more direct “He ran out of gas.”
Vary sentence length.
A string of all the sentences the same length can be boring. Start with a short sentence or at least medium-length, then go long, short, medium or a combination of everything. Imagine the person who speaks in sentences that are all the same length. Robot.
Do you like energizer Bunny?
And they went on. Just because you’re legal or convey complex technical information, it does not mean you have to use an expression of-fact does not seem to be never ending. Rather than saying “Laser beams, which have many properties that distinguish them from ordinary light, result from the emissions of atomic energy in the form of electromagnetic waves.” Break up and return to the phrase “Laser beams have many properties that distinguish them from ordinary light. They are produced when atoms emit energy in the form of electromagnetic waves.”
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