The simpler, the better. How can you make your content easy to understand?
Tuesday: Write with the Pen of the Masters
Keep it short. Keep it simple. Keep it familiar.
That’s how it should be every time you write copies or slogans for your brand.
Why?
It’s because the most effective copies are the easiest to understand.
This is one of the important skills you should learn as an independent professional: To be able to write appealing and engaging content for your brand, and while at the same time it is easy to process.
I’m aware that this skill doesn’t happen overnight, it takes a lot of writing exercises. That is why I’m sharing with you this tip to help you make your writing process better.
Keep reading to know how using simple sentences and familiar words can make your message more effective and easy to understand.
I hope you find this week’s tip insightful as you draft your next set of copies, and keep reading to learn more about Paycheck Protection Program (PPP) support for the self employed.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
“Anyone who feels that if so many more students whom we haven’t actually admitted are sitting in on the course than ones we have that the room had to be changed, then probably auditors will have to be excluded, is likely to agree that the curriculum needs revision.”
Surprisingly, this is a grammatically correct sentence.
But is it one that is easy to read?
Certainly not!
When writing copy, one of the most important things you need to remember is to keep things simple and use familiar words.
“Gunning’s Ten Principles for Clear Writing” breaks this down to two different guidelines: Prefer the simple to the complex and Prefer the familiar word. Since they’re very similar, we’ll take them as one in this article.
The most effective message or statement is the easiest to understand.
You might think using unfamiliar and deep words effectively showcases your mastery over the English language. That might be the case, but what good is what you’ve written if not many readers would understand and appreciate it?
The same goes for complex sentences. If there are too many ideas and transitions in just one sentence, it becomes confusing and messy!
To effectively get your message across, use language that at the very least a 9th grader can understand.
This is crucial in copywriting, where you aim to engage and connect with as many people as possible.
Look back at the copies you’ve made so far. Can you truly say they’re simple enough for others to understand?
If not, it’s now time to change it up!
Here’s how you can simplify your sentences and use familiar words:
Combine two related sentences – Are there times when your paragraphs feel like a few sentences too long? That’s because it might be!
One of the best ways you can simplify your writing is by connecting two related sentences together! There are times a second sentence follows up on the previous sentence’s idea. This can make a paragraph unnecessarily long.
Combining two sentences encourages you to use simpler words and phrases, and express an idea more quickly!
Instead of: This brand worked on a successful marketing campaign. This marketing campaign focused on improving the brand’s image.
Use: This brand worked on a successful campaign that focused on improving their image.
Know who you’re writing for – Copywriting is all about publishing content to a target audience. It’s highly likely there are terms and phrases that certain groups of people are familiar with. Use those so you can quickly connect with them.
Keep in mind though that while targeting a specific audience is essential in copywriting, it is still important to make it easy to understand. This way, you can make your content relatable to a wider group of people!
Be precise and concise – Using words that are more straightforward makes your sentences simpler.
Precise and concise words help you express your ideas in as little words as possible. This makes for snappier slogans and fun to read articles!
There are times when being precise and concise means using big words that best capture your idea. Go ahead and use them. Just remember not to fill your whole copy with big words.
Simplicity is key in effective writing. By taking this approach, you can create content that is easier to understand by using words that everyone knows well!
Short and simple… those are elements of good copy!
Hope you found this week’s insights interesting and helpful.
I’d also like to invite you to learn more about PPP support for the self employed. The U.S. Small Business Administration is accepting new Paycheck Protection Program (PPP) applications solely reserved for America’s solopreneurs and microbusinesses impacted by COVID-19.
Applications are being accepted through March 10, 2021. Learn more here.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
