10 Rules for Effective Copywriting

How can you improve the quality of your web content? Knowing how to write for the web will give you an edge over your competitors. It will also help generate more sales leads and, in turn, convert prospective customers into paying customers. If you're new to this area, look at these ten rules.
 

When writing blog posts or magazine articles, your goal is not to win the Nobel Prize for Literature but to reach your audience and make them interested in what you've got to offer. 

Ask yourself: what's the one message I want to reader to remember?

Rule 2 - Make Your Text Flow Smoothly

Good writing flows smoothly. Each sentence, paragraph and punch-line should flow from one to the next. Trying to squeeze new ideas into an article will break its rhythm and make the article hard to read.

So, what's the best approach?

Start with a clear idea of what you want to convey. In other words, what message do you want the reader to take away with them.

To do this, define your:

• Objective
• Audience
• Primary message(s)
• Supporting arguments
  

Rule 3 - Stay Focused

Its hard enough to get your audience to find your site in the first place. Cramming too many messages into the same article will lose the reader. Keep your focus. Stick to one idea.

Rule 4 - Don't patronize readers

Talking down to people just puts them off; your clients won't be impressed either. Talk to them like you'd talk to a friend.

Rule 5 - Don't underestimate your readers

Readers act on messages they trust. Most of your readers, especially younger ones, are very suspicious of marketing ploys and will see through fake messages.

Rule 6 - Ya Gotta Spell Well

Readers judge your communications on form as well as style. Poor grammar and spelling are unforgivable. Get a Style Guide.

Make F7 your best friend. (Its Word's Spellchecker!)

But Rule 1 always takes precedence. If you can improve your message by ignoring the occasional grammar rule, do it.

And. If it works. Like this. Hey!

Copywriters often ignore grammar rules for effect.

Gotcha!

Tricks likes this make the reader sit up and pay attention.

Rule 7 - Be Brief

Blaise Pascal observed, "I have made this letter longer than usual only because I have not had the time to make it shorter."

Rule 8 - Make it Memorable

Clear writing works. But you need to make it clear by avoiding clichés, jargon and industry speak.

What is clear to one reader might be confusing to another, for example when you use terms like CRM, SME, or EULA. Make the effort to avoid using this short-hand and explain exactly what you mean.

Rule 9 - Write To Please Your Readers, Not Yourself

You're after the readers hearts and minds. Try to please, entertain, wow them. Write in their language. Address their needs.

Rule 10 - Shout It Out

After you have finished the first draft, read it aloud. When you hear it, certain mistakes will become more obvious.

Maybe the tone needs changing. The rhythm needs tweaking.

When reading silently, you typically see what you know should be on the page, but often miss other areas. Reading aloud tends to bring these issues to the surface.