| As they read more, you want to persuade them. This is true whether you are writing
a sales letter or brochure, a how-to book, or a novel. Writing (good writing,
anyway) is designed to convince the readers of something. You may be trying to
sell them something, teach them something, or get them to believe in your story. In any
case, the words you choose will directly affect your success.
First of all, be precise
Is it bi-monthly or semi-monthly? You may think they are the same thing, but they're
not. Bi-monthly means every two months. Semi-monthly means twice a month. There is a big
difference. Make sure your words have meanings that express what you mean.
To find just the right word, use a thesaurus. I like to use the thesaurus in my word
processor, because I can quickly jump from one word to another.
When using a thesaurus, however, remember that the words you see listed will be similar in
meaning to your original but not identical in meaning. Make sure you fully understand the
meaning of any word you might use. Back when I was working in personnel, I received a
resume that referred to the applicant's "promiscuous" experience. I don't think
that's exactly what they hoped to convey (at least, I hope that's not what they
meant).
There is a wonderful book called, "Words That Sell" by Richard Bayan.
It is like a thesaurus for marketing copywriters. For example, if you look up
"Results" you get suggestions including fast-acting, never lets you down,
performs, does the job, and many others. There are categories for many types of marketing
messages.
Choose words which produce the emotional response you want
Words that get attention include new,
secret, free, unknown, cash, insider, etc. These words give the impression that you are
letting the reader in on something special.
Use alliteration
That means words that begin with the same sound. For example, Peter's Perfect Plan or
Secrets of Super Success. Hard sounds (such as p, k or t) and the s sound are especially
good. Say your line out loud to see how it sounds.
Watch for hidden meanings
Words may have acquired new meanings, and those new meanings may alter the effect of
your sentence. Be aware of new slang usage. Your dictionary may not be current enough to
help you. (Borrow a teenager for the most up-to-date information!)
Avoid jargon (most of the time)
Don't assume your readers will understand what you mean when you use a technical term
or bit of jargon. Use clearly understood language. If you must use jargon, explain it. One
time you can use jargon is when you know your audience will understand it, and your use of
jargon will mark you as one of "them". Jargon can identify you as someone who
knows an industry.
Ask for input
Ask friends and potential customers to read what you've written. What do readers think
of when they read or hear your words? Do they come across as friendly or abrupt? Do they
seem believable? Do they properly convey your message? If so, congratulations! If not,
keep working at it.
No matter how good your writing is, it can always be improved. So, keep reading, keep
writing, keep testing and revising to make your writing as good as it can be.
Copyright 2003 Cathy Stucker,
IdeaLady.com |
