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Copy, Good Copy: A Show-By-Example Guide to Writing Stronger
Web Content
Just like you, there are millions of people out there writing content for the web. These people are creating pages for their websites. They're crafting articles to publish on article directories. They're dreaming up new blog posts, hoping to lure in new prospects who "buzz" on the hot topics of the day.
And yet, only a handful of web business owners will achieve significant results for their effort - while the rest get passed over. Why is this? I'll tell you why. Their copy falls flat.
Next time you Google your favorite subject, pay close attention to the quality of the articles that come up. Do the words resonate with you? Or do you get a vague sense of drowning in useless information - meaningless drivel? Then, ask yourself: is this article truly without merit? Or, is it more likely that the package it came in lacks appeal, feels overwhelming, makes us "stumble over the words" as we're reading?
Below, I've listed some common writing errors that muddle your meaning and prevent you from connecting with your reader. Learn to get past such stumbling blocks - so you can move on to a more advanced level of communication that works to bring you more fans, more followers, and more sales.
Problem one: passive sentence structure.
Which of these sounds more exciting to you?
• The ball was tossed into the
air, and then caught by the little girl.
• The little girl tossed the ball into the air, then
caught it.
The first sentence above follows a passive structure because it features the ball, or the object (recipient) of the action, as the subject. It's not that the arrangement of words is "wrong" (it passes for English) - but as you can see, this clearly lacks energy. The passive verb "was" (a form of the verb "to be") is to blame.
The sentence directly below it demonstrates that by simply flipping the order (featuring the girl or doer of the action, as the subject), we suddenly "bring this to life" for the reader. "The little girl tossed the ball" shows active subject-verb agreement because the girl is the one doing the action.
Active voice, as well as colorful verbs, lend a certain energy or vitality to your writing. This wakes up the reader and helps "move the story along." In advertising, you want to captivate your audience, convince them of something, and then make suggestions that spur them on to action. Active verbs work toward this end.
Problem two: Too many compound sentences and run-ons.
Some writers like to employ what I call the "dramatic" run-on. As you read their words, you get a sense of being whipped into a wild frenzy. Their copy typically features three independent clauses all strung together, with several thoughts building one upon the other, reaching a crescendo and finally hitting a conclusion and a full stop (not unlike this sentence). This would work, except for the fact that most people go overboard creating phrases that are too long to be comprehensible. This dramatic buildup should ideally happen over the course of a paragraph, not in a single sentence! Other writers are less flamboyant about it. But for some reason, they feel compelled to connect two or more ideas which would be better left standing on their own.
Long sentences and run-ons overwhelm your reader - especially on the web. Ah, but how long is too long? Practice reading your drafts out loud, and you'll find out. Any "stumbling points" or runaway sentences quickly make themselves known when one attempts to "speak" one's articles. If you find you're getting "lost" in your own copy, it's time to break things up. Go hunting for compound sentences and run-ons in your next piece of literature. Bring along your trusty friends, the delete bar (to remove commas), the period, the space, and the shift key (for capitalizing), so you can make quick-fixes as you go.
Problem three: a poor sense of pacing.
Pacing, or "pacing and leading" as it's known in the copywriting industry, refers to the rhythm and variance in your writing. This is where you establish a kind of "beat" via the structure of your sentences and paragraphs. Web marketing experts make a pretty big deal of this. They claim that if you establish stronger "pacing" in your writing, you will begin to hypnotize your readers into believing whatever you have to say. At the very least, you can illicit or "pull out" certain emotions in your reader, depending on the pace or "beat" of your sentences. If you "miss the beat" you'll likely interrupt the flow of attention.
Most good writers have an innate sense of pacing - they're able to "hear" whether the pace flows smoothly or not, much in the same way that musicians can tap out a beat or tune without thinking too much about it. Take a moment to carefully read and get a sense for how I've paced the below paragraph:
An example of purposeful pacing:
Open with a short sentence. Then try another one. If you're stuck on pacing, go with the comma-separated compound sentence next. It's okay to slip in a passive verb occasionally. After all, this is how people talk!
Problem four: writing from the third person instead of second person perspective.
Unlike other types of writing (for example, research papers), advertising copy initiates a conversation with the reader. For this reason, you should use the second person perspective whenever possible. The second person perspective takes advantage of "you" and "your" to establish a connection with the audience.
Many, many individuals who publish articles on the web tend toward the third person perspective, which fails to persuade because it doesn't establish a dialogue with the reader. If you're not "talking with" your audience, it's difficult if not impossible to prompt certain ideas as a means of "selling" your product or service.
Third person perspective: Clients can count on Wordfeeder.com to deliver copywriting tips, hints and techniques that work to increase their sales.
Second person perspective (the "you" is understood in the first part of this sentence): Count on Wordfeeder.com to deliver copywriting tips, hints and techniques that work to increase your sales.
Bad Copy, Good Copy: Before and After Samples
Below, you'll find several examples that I lifted from a few different articles on the web. As you peruse each one, try to understand what about these sentences makes them "weak." Notice how with just a few simple adjustments, your meaning becomes instantly clearer and the copy "comes alive."
Bad: Here are five techniques for writing articles on the web which will help you to stand out among your competitors.
Better: Web articles help you stand out among your competitors. Try your hand at these five article-writing techniques.
Bad: There are various comparison shopping portals that are there to help you with choosing the deal of your choice according to your taste and suitability of your budget.
Better: Explore the web's top comparison-shopping portals, and find a great deal to match your taste and budget!
Bad: However, buying an automotive and cycle insurance policy only to neglect it could end up costing you more money in the long run, or even leaving you unprotected.
Better: Neglecting your automotive and cycle insurance policy will cost you more in the long run - and in some cases, can even leave you unprotected.
Bad: The ability to understand that things and events around us, that impact on our lives, happen for a purpose, it one of the keys to accepting that there are forces operating around us, over which have no control.
Better: There are forces over which we have no control. Once we understand this, we can begin to accept that things and events which impact our lives happen for a purpose.
Bad: Is your child or teen horse crazy?
Better: Is your child or teen "horse-crazy?"
Bad: If you're looking for reliable ways to get your website seen by people who need what you offer, you can find this type of solution at Wordfeeder.com.
Better: Get your website noticed by all the right people! Wordfeeder.com offers cutting-edge, reliable marketing solutions that will work to make you a stand-out in your niche.
Bad: For anyone that is looking to lose weight and seeking information on 'how to do a low calorie diet,' one of the most essential qualifications for doing so is to eat less.
Better: Searching for information on "how to do a low calorie diet?" Want to lose weight for real? Learn the tricks that train your mind to only want food when your body is truly hungry.
You've likely heard the expression, "It's all in the delivery," as it pertains to being a confident and effective speaker. The same is true for your website copywriting. You might have some really brilliant ideas. But if your presentation forces people to "dig" for the hidden meaning, they're likely never going to get it. Luckily, with practice, you too can become a stronger and more effective copywriter. Let Wordfeeder.com show you the way.
Copyright 2007 Dina Giolitto, Wordfeeder.com Copywriting and Marketing. All rights reserved.
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Copyright 2009-2013 Dina Giolitto and Wordfeeder Copywriting and Marketing. All rights reserved worldwide.