Power Writing 101: Tips and Tricks to Get You Taken Seriously!
In my ten years as an advertiser, I've encountered plenty of folks with a flair for writing. They were born having some idea of where to put the words within the sentence, and the sentences within the paragraph. They usually know what words to use ? when to say 'bloom' instead of 'grow,' or 'confused' instead of 'befuddled.'
But having a flair doesn't make them an expert in the field.
I'm an expert ad copywriter. But I can't write a journalistic piece to save my life. I have no experience in this area, and it's just not my bag. So I happily leave this task to the reporters. Likewise, a retailer, marketer or salesperson should leave the writing to the writer. Yet they seldom do.
A copywriter is forever trying to explain why he inserted a word where he did, or why he chose one expression over another. Frequently, a client or employer takes a writer's carefully constructed piece and turns it into a wordgarbage wasteland. An atrocity... of verbosity!
If you're such an offender, shame on you! Let your writer do the job he or she was hired for: to make you look good. But if you insist on meddling with the marketing, critiquing the catalog and butchering the brochure, you may as well learn how to do it right. Master the secret to writing that packs a punch and makes people view you as a credible source. Learn the tricks of the trade that will get you taken seriously!
Use concrete examples to prove your point. Repeating an idea in different words leaves your writing flat and empty. "We're great! We're so awesome! You won't believe how cool we are!" Why are you cool? Did you help a billion people save money last year? Did you rescue an endangered species from extinction? If you can't back your claim with solid evidence, no one will believe what you say. Be specific! "I'm thinking of you" might win brownie points, but "I'm thinking of you in that little black dress you wore last weekend"-now that'll actually get you somewhere!
Resist the temptation to cheer for yourself. You're good, and you know it. But if you must crow about it while doing your peacock strut, tell it to your mother because no one else cares. The world's consumers aren't interested in what you can do. They're interested in what you can do for them.
Don't pepper your writing with bad puns and kitschy wordplay. This is a weakness of mine. Puns come to me at the strangest times... in the shower, while I'm driving, as I'm trying to fall asleep. I want to paint the world with my puns, but alas, this is not appropriate! No one wants to click on their financial advisor's website and see him raving to everyone in the free world that he's "so money, baby!" Puns are fun, but the true meaning of a well-turned phrase is one that's used at the right time and in the right context.
Use the active voice. I forgot about this for a long time, and my writing suffered for it. The active voice lends a certain dynamic quality to your writing. "The teacher wrote the words on the blackboard" employs the active voice. "The words on the blackboard were written by the teacher" illustrates the passive voice. Don't be passive! Avoid any form of the verb to be, such as 'is', 'are', 'was', 'were'. Practice this by literally using your own voice. Read your writing aloud, doing your best "announcer" impression. If as you read, you find yourself lapsing into a sing-songy elementary-school kid reading his essay out loud, you probably failed the assignment.
Get rid of the "asides" in parentheses. They might look cute in an email to a girlfriend, but '"asides" that stray from the main point of an informative paragraph make you look like a scatterbrain. Interrupting a thought with an unrelated remark is distracting to the reader. It's a comedic tactic that plays out well in informal writing, but just doesn't fly in the real world.
Avoid the following: double negatives, redundancy, dangling participles.
The double negative:"It's not impossible." Why not just say, "It's possible." A negative plus a negative really does make a positive, even in writing!
Redundancy:"We're also offering free gifts to our members too." 'Also' and 'too' may be at opposite ends of the sentence, but they're serving the same exact purpose and that means one has to go. Better: "We're also offering free gifts to our members."
Dangling participle: Beware the dangler in this sentence! "Shivering with cold, Anne's hat barely covered her ears." Here, 'Shivering with cold' should modify Anne because she's the one who is shivering. The way this reads now, Anne's hat is the one with goosebumps. Acceptable: "Anne's hat barely covered her ears, and she shivered with cold."
Employ parallelism. Parallelism helps reinforce a point with repeated sentence structure. Bulletpoints best illustrate parallelism. An example:
The product effectively:
- relieves headaches
Notice that each bullet follows the same format: action verb, object of verb. To stray from this format is to do a disservice to the bullet. Paralellism also works in a sequence separated by commas. "I like pie, I like cake, and I like pudding." Another example: "She enjoys climbing, hiking, and fishing." The incorrect version of this sentence: "She enjoys climbing, hiking, and to fish."
Avoid wordiness. Eliminate the following words and phrases from your vocabulary, and feel better about yourself: very, unique, being that, utilize/utilization, a lot, needless to say, it goes without saying, in back of, without a doubt, at some point in time, as to whether, it seems to me, oddly enough. They're just filler, and they're in the same category as their credibility-stealing cousins redundancy, the double negative, and the passive voice.
Go easy on the prepositional phrases. "The girl who was sitting on the porch of the house that was up on the hill, felt the breeze as it was gently blowing through her hair." Eegads, what a mouthful! Correct this problem by breaking up your ideas into separate sentences. "The house stood atop the hill, and as the girl sat on the porch she felt the breeze blowing through her hair."
Use adjectives sparingly. "What? But my English teacher taught me..." Forget about what your teacher said. You're running with the big dogs now. Which is more interesting? "The boy skipped happily and grinned openly," or "The boy skipped down the hill, a grin playing about his face."
Don't repeat words. I repeat: don't repeat words.
Avoid hyphenating words that shouldn't be hyphenated. What is this new trend that's sweeping the nation? "Put-on your coat." "Please check-in before 9 pm." Hyphens are used to join two words that, when used in conjunction, take on another word form. "Put on your coat" doesn't require a hyphen because you can also say "Put your coat on." 'Check-in' would require a hyphen if the sentence read like this: "Check-in is at 9 pm." This is because check and in work together here as a noun. Hyphenation is tricky, I admit; even as a grammarian I must consult my styleguide from time to time. I suggest you do the same.
For the Love of God, SPELLCHECK! Enough said.
Don't over-exclaim or use excess punctuation marks in formal writing or advertising. And for God's sake please don't slip emoticons in to help you convey a feeling. That's what the vast English vocabulary is for. When people see you dropping exclam-bombs everywhere, they'll think you're cheap, tawdry and lacking design capabilities. Remember, you can use big bold fonts to make certain buzzwords jump right off the page.
Dashes ? and ? ellipses... are not acceptable ways to finesse a poorly constructed paragraph. There's nothing wrong with having two separate sentences instead of one that's broken up into sections. Dashes and ellipses are a copywriting crutch. I'm tempted by them just as much as the next guy. It's so easy to insert a little pause in my rambler of a run-on using those three cute little dots. The ellipse... I love it! But I must control myself. Make a simple statement, punctuate with finality, move on to the next idea. Don't underestimate the power of the period. We all need a break now and then!
Don't be afraid to use contractions. More and more I come across emails written by people who are either too lazy to use contractions, or they are simply fooled into thinking it is going to make them look smart. What's wrong with the sentence I just wrote? Contractions such as it's, I'm, we're, you're, they're, couldn't, wouldn't didn't, doesn't, aren't etc. are a way to sound conversational in writing. That's how people talk. What if you were making a formal speech? If you eliminated all the contractions, you'd sound pretty robotlike, wouldn't you?
One space will do. Those who are behind the writing times still type two spaces after an end punctuation mark. Modern word processing programs have eliminated the need for this, as they can sense the need for a skoche more room after periods, question marks and exclams. So as much as I applaud you for being fastidious in your space insertion, you can stop it right now. Do your clients a favor! They're not doubling up on spaces in their websites, so when you submit writing for them, don't you do it either.
This article is lengthy, but every single sentence holds weight. Read, and heed these words! Don't be an advertising amateur; if you really want to wow 'em with your wordsmithing wizardry, memorize and hold true to the writing rules outlined here. Above all: practice, practice, practice! Master these tactics, and you're sure to establish yourself as a writer with valuable insights, expert information and a powerful message to the world. And a writer like that gets taken seriously.
Copyright 2005 Dina Giolitto. All rights reserved.
Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years' industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.
Fight The Fluff!
The first and final rule of quality writing is this: what doesn't strengthen your writing, weakens it.
Why Every Freelancer Should Have A Web Site
"Do I send samples, a media kit, or just the query, postcard and/or sales letter?" As a freelancer, when you are trying to reach new clients or stay in touch with old ones, how to approach the contact can be a sticky, confusing, discombobulating journey. Having a web site can solve all of these situations. How?
Have You Tested Your Theme Against Your Plot?
Creative Writing Tips ?
How Are You Plotting?
Creative Writing Tips ?
Weaving Your Personal Statement Together
1. SECRETS TO SUCCESS
How to Create Stories that Sizzle
How to Start Your Story with a Bang
The Run-on Sentence: From Here To Eternity
If you find your sentences filled with commas, and they wend from one topic to another, then you, like many people, may be guilty of writing run-on sentences.
5 Easy Steps To Writing Your Appealing Letter
You must write a hypnotic persuasion letter to help you achieve all your goals! Get the boss to give your a raise, induce that beautiful blue-eyed girl to be your lover and persuade your mother to buy a BMW Z3 for you this summer.
Be Your Own Literary Agent and Get Published
So you're one of 20 million Americans who want to write a book. If you've already written a manuscript, chances are you're looking for agent representation. In the past few years, as an editor and literary consultant for www.TheOmnibus.org, I've had the opportunity to read more than 1,000 book proposals. Most, I'm sad to report, were inadequate because the author did not follow a few, very simple guidelines.
Apotheosis - the Seminal Insight of the Hero for Screenwriting
Every hero has a seminal insight - the apotheosis. Once you know what that insight will be, you can start building your story up to and beyond that point:
Finding The Book Writing Resources, Tips, And Help You Need!
Writing can be more difficult that just compiling your thoughts on a few pieces of paper. In fact, it can be a challenge to find something new, interesting, and publishable to write about. Even if you have the basic designs for a book, you still need to fill the pages in with creative, flowing words to convey your thoughts or the actions within the book. What you need is to find book writing resources, tips, and help to get you through the more difficult areas. Even when the words are flowing through the keys or the pen, you may need some additional book writing resources, tips, and help to get you a final product that can be published!
Ten Ways to Get Cheap (and Free) Magazine Samples
1 - Join a reading or writing group. Ask members to bring in theiralready-read magazines and have an exchange. Do the same with interestgroups you belong to or know about - playgroups (parenting, home, cooking, family mags), business networking groups (entrepreneurs, home business, finances magazines), church (religious, devotional periodicals).
Screenwriting, Screenplays, Screenwriters ? Good Ideas for Stories
The principle for writing good screenplays begins with good idea generation and then the use of structure to extrapolate that idea into a coherent story.
Writing is a Discipline
If a writer considers writing to be a task, he/she is doomed to failure. Since it cannot be a task, then what is it? It is a discipline. What does that mean?
Freelancing Doesnt Mean Writing For Free. Does it?
Writer's forums are bustling with debate over whether or not a writer should send something out for free. Some people feel that writing for free weakens the market for other writers, while some people feel that writing is an art that should be shared freely.
Six Tips for Creating More Lifelike Story Characters
Working on my first humorous novel, I started with a single character. I followed suggestions in writers' reference books for developing story characters. Then, still dissatisfied with my results, I began to explore other ways to make my characters more lifelike and included those strategies below.
To Outline Or Not To Outline
Ah, the age-old writer's debate--to outline or not to outline?
New Authors Publishing Options
All your publishing options are as follows:
Seven Suggestions To Develop a Superb Writing Style
Every writer eventually develops her own unique style of writing. As you struggle to create your own voice, while focusing on the required standards, you may want to consider the following tips for improving your style and establishing a professional formula for success.
Starting a Local Writers Group
My husband is no poet, so when I offer my carefully pruned poetry for him to review, I get the usual and unsatisfying reply: "That' nice sweetie." Furthermore, he could care less about whom the Poet Laureate is and why I love his smoke pit conversation type poems. I could look elsewhere in my house for literary discourse, but I'd be met by conversations that might go a little like this, "'A' is for apple. Say 'aaaaaah'"
|© Athifea Distribution LLC - 2013|