Good writing is difficult
Obviously, it will be grammatically correct and spelling error free, but
it goes further than that. When writing is good it's almost invisible. You're
not left thinking "wow, what an incredibly well written piece of marketing",
instead you're thinking "wow, that product sounds amazing, I want
You see, the point of marketing writing, or copywriting, is to persuade
and sell, not show off your writing skills.
The following 10 tips will help you master the art of effective
If you use hackneyed phrases, commonplace words and cliches, your
writing will be predictable, samey and downright boring.
To stand out you must take the time to think carefully about what the
aim of your writing is, plan it carefully and find new ways of expressing
There is a damaging rumour going around that your writing has to be
business-like with lost of dreadful marketing-speak.
The most effective writing is written in a simple, conversational tone.
It's unpretentious and gets your message across clearly and quickly.
That doesn't mean that everything you write should be about you, on the
contrary, it should be about your reader.
The you here relates to writing in the second person. Avoid using 'we'
and instead, write everything from the point of view of your reader - i.e. lots
Stories sell - it's as simple as that.
Use case studies to illustrate the effectiveness of your products and
services. People would much rather read about a real-life scenario that you
helped solve than a series of empty claims.
5. Check it well
Although obvious, it's something that should be mentioned.
Make sure everything you write is checked carefully before being
published. It's very easy to miss spelling errors, especially when using a
spell checker. Get it proofed and save your blushes.
Please, please resist the urge to litter your writing with adjectives.
On the most part they are redundant and just slow down your writing and dilute
the message you're trying to get across.
This is turning into an English lesson.
As with adjectives, adverbs can kill your writing, so choose your words
Using a phrase like 'ran quickly' doesn't have the same impact as
I really, really hate the use of exclamations in marketing.
The words you use should be able to convey any stresses without
littering!!!!!! all over your marketing.
Once you've written your first draft it's time to be ruthless.
Every word you use must count, so if any don't add to the meaning of
what you've written, cut them. Tightening your message will increase its
No one is going to believe your claims unless you back them up with
solid evidence. Make sure any statistics, quotes and data that you use are
Hopefully, these 10 tips will help you improve your writing skills.
Briar Copywriting, is a professional copywriter with extensive experience in
both B2B and B2C markets.
To have a chat about how she can help you send an email to firstname.lastname@example.org or
call +44(0)1449 779605.