Writing to Communicate
Causes of confusing copy
“Borrowed Interest”
Lengthy Sentences
Cliches
Big Words
Not Getting to the Point
Technical Jargon
Lack of Specifics
Poor Organization
Ways to Write Clear Copy
1. Put the reader first
2. Carefully organize your selling points
3. Break the writing into short sections
4. Use short sentences
5. Use simple words
6. Avoid technical jargon
7. Be concise
8. Be specific
9. Go straight to the point
10. Write in a friendly, conversational style
11. Avoid sexist language
Use Graphic Techniques to Emphasize Words or Phrases in the Copy
- highlight
- Underline
- Bold
Questions to ask when you read your copy
Does the copy fulfill the promise of the headline? Is it interesting? Is it easy to read? Is it believable? Is it persuasive? Is it specific? Is it concise? Is it relevent? Does it flow smoothly? Does it call for action?
