Read up! How to use this readability test to create better content
Tuesday: Write with the Pen of the Masters
There are many ways to deliver a single message.
When it comes to writing, you have to identify the most suitable sentence structure to get your message across to your target readers while taking into consideration the level of readability.
During my years supporting independent professionals, I've become aware that the easier your copies are to understand, the more effective they will be in achieving their purpose, which is to engage readers and inform them about your brand.
That is why I’m sharing with you this tip to help make your writing process more effective.
Keep reading to know how this readability test can help you create copies that are easy to read and understand.
I hope you find this week’s tip helpful as you create more interesting content for your brand.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Write with the Pen of the Masters
Writing copies is challenging.
You can spend hours writing different versions of a single line and not find the right one.
Even if you’re satisfied with your words, you need to make sure you have the right message. It also needs to be easy to understand.
READABILITY – an essential factor in copywriting
Clever copywriting is a good thing to have in marketing. To be able to express it through a simple and clear message is even better.
A copy can introduce a wealth of ideas, but if it’s difficult to understand, it can cause confusion and misunderstanding.
To check how easy it is to read an article or a copy, you can use the Flesch-Kincaid readability test.
This test uses a mathematical formula to check if a piece is hard to read based on the number of sentences, words, and syllables.
The test was developed under contract to the US Navy in 1975. Three years later, the US Army started using it to assess the reading difficulty of technical manuals.
Eventually, the formula became not just a military standard, but also a requirement for legal documents in several US states.
As more and more people used the formula, it found its way to the publishing and copywriting professions.
How do the scores work?
A high score on this test means that the content is easy to read, while a lower score indicates otherwise. The scores can range from 0 to 100, with 100 being the easiest to read.
If you’re worried about calculating the Flesch-Kincaid Readability Test for yourself each time you produce a writeup, fret not. You don’t need your math skills — you can easily access online tools that will do this job for you!
Using the readability test to check your writing helps you find the best ways to improve the quality of your content.
How else can you enhance the readability of your content?
Choose simpler words – While bringing out the thesaurus and using some complex words can add a bit of depth into your content, using simple, common words will get your message across much easier. Some of the most engaging pieces of content are the ones with a more conversational tone with words even a 9th grader can understand.
Shorten sentences and paragraphs – Long paragraphs and sentences are tiring to read. Some people even skip entire sections of content if they see multiple blocks of paragraphs. Writing shorter sentences and paragraphs helps break down ideas for your reader, which in effect helps them better understand your piece.
Write for your target purpose and target audience – You don’t write a technical paper for a 10-year old, and you don’t write a paper filled with rhymes for a Ph.D. dissertation. Write according to the readability level of your target audience. There are times that readers would like a lot more information when reading, while others prefer something lighter and faster to read
For copywriting, clear and simple content is the way to go.
The more people understand your message or idea, the more effective your content is!
You can apply this to create killer content that gets people engaged.
Copywriting is a lengthy process—but using tests like the Flesch-Kincaid and keeping in mind the tips above will help you craft better content by greatly improving its readability!
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
