MARKETING
TIP #084
Put Your Copy on a Diet
Seems like most mission/vision statements, brochures and web copy are written to put their readers to sleep.
Because that’s exactly what happens with overly formal, academic writing that doesn’t connect with the reader because it’s not the way we think and talk.
For example: “However, it has become incumbent upon us to...” can easily be cleaned up to “We have found it necessary...”
So, Rule #1 for putting your copy on a diet: Cut the fat: edit your work for overly formal language, cut unnecessary words and keep your writing simple.
Rule #2: Stay on track: many of our clients want us to crowd everything into one press release or one brochure. Staying focused will keep extra “fat” out of your writing. Start your “story” with the end in mind – then you won’t be pulled off in other directions that distract from your main message.
Rule #3: Don’t over-sell with flowery words and clichés. Use strong verbs and nouns to move your story forward. Clichés trip up your reader and flowery language damages your credibility. Keep it straightforward, with your appropriate tone, and work toward power in your writing that keeps readers engaged.
Whether you’re the writer or the editor, remember to cut the fat. Your prospects will thank you by actually reading your material!
Need some powerful writing done? Give us a call.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
P.S. Click here to register for “Branding and the New PR” where you’ll learn how to write for the web and many other PR tips.