WRITING TO COMMUNICATE

11 tips for writing clear copy

1. Put the reader first
2. Carefully organize your selling points
 HL states the USP, the first paragraphs expand on it, last the secondary
message and the call for action
3. Break the writing into short sections (sub-headlines, lists)
4. Use short sentences (6 to 16 words)
5. Use simple words
6. Avoid technical jargon
7. Be concise
8. Be specific
9. Go straight to the point (do not use introductory paragraphs, tell the benefit)
10. Write in a friendly, conversational style
11. Avoid sexist language

A few tricks of the trade

1. End with a preposition (adds to the conversational tone)
2. Use sentence fragments (for drama and rhythm)
3. Begin sentences with conjunctions
4. Use one-sentence paragraphs
5. Use graphic techniques to emphasize words or phrases (bold, underline etc.)

A copywriter’s checklist
1. Does the copy fulfill the promise of the headline?
2. Is the copy interesting? (tell a story, give news, improve the reader’s life)
3. Is it easy to read?
4. Is it believable?
5. Is it persuasive? (get attention, hook the reader’s interest, create a desire,
prove the superiority of the product, ask for action)
6. Is it specific? (facts, features, benefits, savings)
7. Is it concise?
8. Is it relevant?
9. Does it flow smoothly?
10. Does it call for action?
 WRITING TO SELL

1. Find the features of the products and ask yourself what benefits they provide
to the customer.
 Feature: A pencil is a wooden cylinder surrounding a graphite core
 Benefit: Can be sharpened as often as you like to ensure clean, crisp
writing.
2. The motivating sequence.
 AIDA = Attention, Interest, Desire, Action
 ACCA = Awareness, Comprehension, Conviction, Action
 4 P’s = Picture, Promise, Prove, Push
 Bly: Get attention, Show a need, Satisfy the need and position your
product as a solution to the problem, Prove the product can do what
you say it can do, Ask for action
3. The unique selling proposition (USP)
 Stress an underpublicized or little-known benefit
 Dramatize a known benefit in a compelling fashion
 Dramatize the product name or package
4. The secondary promise (add another small, more believable promise)
5. Positioning
6. BFD formula for describing your target = Beliefs, Feelings, Desires
7. Motivators: 22 Reasons why people might buy your product.
 To be liked | To be appreciated | To be right | To feel important
To make money | To save money | To save time | To make work easier
To be secure | To be attractive | To be sexy | To be comfortable
To be distinctive | To be happy | To have fun | To gain knowledge
To be healthy | To gratify curiosity | For convenience | Out of fear
Out of greed | Out of guilt