|
| |
|
The article provides you with an insight into the process of hiring professional and skilled copywri ... - Peter Finers |
| |
|
A guitar is a stringed instrument that produces sounds through the string?s vibration resonating wit ... - Ian Williamson |
| |
|
Good photography remains as elusive and as enticing as ever - knowing how to optimise it in your dig ... - TJ Tierney |
| |
|
|
| |
|
Black Friday is a goldmine for eBay resellers. On one single day there are more profitable items for ... - Mason Hipp |
| |
|
Your writing clients have their own case of writer's block if the job assigned to use is vague with ... - Matthew C. Keegan |
| |
|
When was the last time you paid $12 or more for a CD? For many, it has been years. It??s really no w ... - Kael |
| |
|
The continuing advances in digital photography make it possible for everyone to capture moments of t ... - Ken Snodin |
| |
|
Cellphones are smaller today and feature modern programming and constantly improving technology so t ... - Ron Donnelly |
| |
|
| |
|
|
| Author: Alex A. Kecskes |
We all learned how to write in school, but in advertising, there are some simple techniques that experienced writers use to convey messages with greater impact and brevity. Without being too tutorial, you'll find these 9 tips quite handy when writing your next sales letter, brochure or web page.
Avoid the wimpy verbs'is and be.
These 'do-little' verbs only occupy space and state that something exists. So don't write 'There is one simple omission that can transform a sentence from boring to brilliant.' Do write 'One simple omission can transform a sentence from boring to brilliant.' Similarly, avoid 'We will be running the new program from our Dallas office.' Instead, opt for 'We will run the new program from our Dallas office.'
Place the longest item at the end of a series.
Start with the simple and work toward the complex. It's less confusing and makes a more memorable ending to the sentence. If you have a series like 'He was always later that Joan, loud and boring.' Opt for 'He was loud, boring and always later that Joan.'
Specifics are more convincing.
Unless you must for legal reasons, don't use words like many, several, approximately, nearly and other such mushy weasel modifiers. Specifics tell your audience that you know what your product can do based on tests, research, results, etc.
Modify thy neighbor.
Neighboring clause, that is. Make sure your modifiers apply directly to the pertinent clause in question. Do this and you'll avoid such gaffes as 'I collided with a stationary truck coming the other way. (The truck wasn't coming the other way, it was stationary.) Better to tell the judge 'I was coming the other way and collided with a stationary truck.' (You'll still pay the penalty for running into a truck, but at least you'll come across as sober.)
Use single verbs to avoid doublespeak.
Single verbs can often do the work of two similar verbs. Instead of 'The computer was operating and running smoothly,' go for 'The computer was running smoothly.' Or, instead of 'He was empty and ran out of gas,' go for the more direct 'He ran out of gas.'
Vary sentence length.
A string of sentences all the same length can be boring. Start with a short sentence or at least a medium-length one, then go long, short, medium or any combination thereof. Imagine a person talking in sentences that are all the same length. Robotic.
Are your sentences like the Energizer Bunny?
They go on and on. Just because you're conveying legal or complex technical information, doesn't mean you have to use serpentine sentences that never seem to end. Instead of saying 'Laser beams, which have many properties that distinguish them from ordinary light, result from the emission of energy from atoms in the form of electromagnetic waves.' Break up and re-phrase to 'Laser beams have many properties that distinguish them from ordinary light. They are produced when atoms emit energy in the form of electromagnetic waves.'
Go short and sweet.
Why use a 4- to 5-word phrase when a 1- to 2-word version will do nicely'with no loss in meaning? Statements like 'in view of the fact that' can be easily reduced to 'since' or 'because.' Word economy is particularly important, especially when you're paying for premium ad space in a major publication.
Don't overstate the obvious.
Redundancy is good for space travel, but not for clear writing. Phrases like "anticipate in advance," "totally finished," or "vital essentials" will drive your readers crazy and communicate very little. The same goes for stringing two or more synonyms together like "thoughts and ideas" or "actions and behavior.' It makes readers wonder if you really meant to say two different things or just wanted to reinforce one word with a needless synonym.
So the next time you're struggling with that sales letter, mailer or web page, follow these simple rules. They'll help you communicate your message more clearly and with greater selling power. Remember, there are 26 letters in the English alphabet. Use them wisely. |
Author Bio:
About the Author Alex Kecskes is a former ad agency Copy Chief who has created effective copy and concepts for a wide range of ad agencies, Fortune 500 companies and startups. As owner of ak creativeworks, Alex provides brand names, as well as strategic copy for brochures, mailers, multimedia, articles, newsletters, PR and web content. He has published articles in a variety of publications about health, business and technology--this includes copy for over 130 different products and services. He has won such national awards as the Andy, Belding and One Show. For more information and samples, please visit: www.akcreativeworks.com |
| You can search for this article using: test |
|
|
 |
| |
Related Articles |
| |
You Can Learn To Play Lead Guitar
|
| |
Want To Be An eBay Millionaire? Have You Got What It Takes?
|
| |
Your Digital Photo Developing Options
|
| |
Watch Out For eBay Automobile And Computer Scams.
|
| |
Understanding Image Resolution
|
| |
Beware, There Are A Lot Of Crooks On Ebay
|
| |
Enjoying with Free Internet TV
|
| |
Creating Distance in a Landscape Oil Painting
|
| |
How Ebay Consignment Centers Work.
|
| |
Special Rules For Selling Software On Ebay.
|
| |
|
|
|
|
