Copywriter Handbook Notes: Writing to Communicate

Last night, I continued to take notes on the book I'm reading, Copywriters Handbook by Robert Bly - an excellent read, and one I want to understand entirely!

Chapter 2: Writing to Communicate

Not surprisingly, adverts work the best when they are easy to understand.

Things the cause confusing copy – things to avoid:

·        Clichés

·        Big words

·        Not getting to the point

·        Lack of specifics

·        Technical jargon

·        Poor organisation

Tips for writing clear copy

11 tips for writing clear copy.

1.      Put the reader first

Think about your reader. Picture someone who would buy your product.

Ask yourself:

Will the reader understand what I’ve written?

Does he know the terminology I have used?

Does the copy tell them something important or new or useful?

If I was the reader, would this copy persuade me to buy the product?

The ‘You-orientation’ – write copy as if you’re speaking to them – YOU.

Advertiser-Oriented Copy vs You-Oriented Copy

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Practice writing to the customer’s needs – using YOU.

2.      Carefully organize your selling points

The headline states the main selling proposition.

First few paragraphs expand on it

Secondary points are covered later in copy

If it’s lengthy, split it up with sub-headers

Before you create an ad, write down your sales points. Organise them into a logical, persuasive and clear fashion. Then write the copy with those points in mind, organised.

3.      Break writing into short sections.

Not necessary until 150 words or more.

Long copy should be broken up

Use sub-headers if possible

4.      Use short sentences.

Best sentence length for business writing is 14 to 16 words.

Up to 25 words is passable, but anything after that is not readable.

People get tired with long sentences. Break them up.

Break large sentences into two or more whenever possible.

Vary your sentence length to stop copy from being dull.

Train to write in crisp, short sentences.

5.     Use Simple Words

Big words don’t impress. They annoy and distract reader from what you’re saying.

Your words should be like “the windows of a shop front”, in that your customers should be able to “see right through them and see the product.”

Using simple English expands your audience.

Even smart people don’t resent small, simple wording.

6.      Avoid technical jargon

Don’t use jargon that your audience won’t understand.

Even the simplest of products can use technical jargon – e.g. car using ‘4-cylinder, aluminium-alloy, maximum torque of…

You risk turning people who don’t understand the jargon off.

Rule 1: don’t use a technical term unless 95 percent or more of your readers will understand it.

Rule 2: Don’t use a technical term unless it precisely communicates your meaning. E.g. deplane would be better off as ‘get off the plane’

7.    Be concise

Good copy is concise.

Unnecessary words waste time and dilute sales message + take up space that could be better used

Excess words are bumps and obstacles on the ‘slippery slide’ of your copy

Make your writing concise.

Avoid; redundancies, run-on sentences, wordy phrases, the passive voice, unnecessary adjectives, and other poor stylistic habits that take up space but add little to meaning or clarity.

Editing is the key to creating concise copy.

8.      Be specific

Advertising persuades us by giving us specific information about the product.

The more facts, the better

Copywriters who don’t write specifics and dig for the specifics of a product, they write meaningless copy.

The best writers captive the attention of their audience by being specific, definite and concrete.

When they have nothing to say, people fall back on fancy phrases and puffed-up expression to fill empty space.

9.      Go straight to the point

Start selling with the first line of the copy.

Don’t give pointless information that people already know.

You can write the ‘warm-up’ to get you started, but delete them from your ads/copy afterwards.

10.      Write in a conversational, friendly style

People enjoy reading clear, easy-to-understand writing.

Write the way you talk – it’s the simplest way, and most familiar for people.

Use colloquial language – how people talk to each other.

Write in a conversational tone!

Four tips:

Use pronouns – I, we, you, they

Use colloquial expressions – a sure thing, turn-on, rip-off, OK.

Use contractions – they’re, you’re, it’s, here’s, we’ve, I’m

Use simple words.

If you must choose between writing naturally and being grammatically correct? Write naturally.

11.      Avoid sexist language

Sexist language offends people. Salesperson – not salesman

Tips:

Use plurals – their, not his/her

Rewrite to avoid gender reference (manager called meeting of his staff – manager called a staff meeting)

Use “he and she” and “his and her” – perhaps alternate – but don’t use his/her and her/his – write it out “he and she” or “his and her”

Create an imaginary person to substitute for gender.

A few tricks of the trade:

End with a preposition.

Research: understanding ‘preposition’

Preposition - on, in, under, off, at, to, by, in, above, near, down, through, from, since, by, on

Double proposition – out of, into, upon, onto, out of, from within, atop, up to

Compound proposition– in the middle of, in front of, from beneath, aside from, across from

Particle – considering, following, including, regarding, considering, during – have enduings such as –ing.

Phrase – on time, under the bed, from their grandparents, with a little help, before class

Begin sentences with a conjunction

Begin sentences with And, or, but. It’s easy to transition between sentences/thoughts.

Don’t use especially important, moreover, furthermore – AND works.

Graphic techniques should emphasise words or phrases in copy

Underlines

Capital letters

Indented paragraphs

Boldface type

Italics

Colored type

Fake handwriting

Arrows and notes in margins

Yellowing highlighting

Reverse type (white type on black)

Boxed copy

Call-outs

P.S. (on emails/letters)

A copywriter’s checklist:

Before you release copy, ask yourself these questions:

Does the copy fulfil the promise of the headline?

Is the copy interesting?

Is the copy easy to read?

Is it believable?

Is it persuasive?

Is it specific?

Is it concise?

Is it relevant?

Does it flow smoothly?

Does it call for action?