Short and snappy wins the race


We all know the saying, less is more – Right? Well, when it comes to writing great, full attention-grabbing copy, this saying couldn’t be more true.

My advice to anyone looking to take on the challenge of copywriting is to keep your sentences short, snappy and to the point. No one likes a rambler, especially when it comes to marketing communications which are supposed to draw people in, rather than confuse them or worse, bore them. And let’s be honest, who would want/have the time to read a three-page article on how to keep your writing concise? I certainly wouldn’t!

Great copy needs to be engaging, full of punch, energy and enthusiasm (but not too much!). It also needs to do what it says on the tin, or in this case, the title. Once you start going off course, you will immediately lose your readers and therefore the purpose of your writing altogether.

So, as a little guide for the less experienced, I’ve jotted down a few key pointers on how to keep all eyes on the page, or screen, or wherever your copy may be!

  • Write something that you yourself would actually read. If you immediately take one glance at a load of text and run, its likely your audience will too. Be selective when it comes to word choice and voilà!
  • Offer information in bite-size chunks. Don’t overload the reader with too much at once. Flow from one simple point to the next, keeping it structured and easy going.
  • Don’t go off the topic. If, when writing, you think of something relevant that you’d like to discuss in your article or blog, save it for later. Stick to what you were originally writing about because otherwise the initial purpose of your content will be less clear. The new point that you’d thought about along the way will make a great blog for next week!
  • Think about your audience and stick to the terminology they will understand. If someone started talking to me in Scientific terms, I would immediately switch off, not because I’m not interested, but because I wouldn’t have the faintest idea of what they’re talking about.

If you made it to the end of this blog without falling asleep – Great stuff! I’ll be posting more advice on effective communications in the coming weeks so come back soon.