Whether you are writing a magazine article, composing a press release, or editing the sales copy on your website, the end goal is always the same - to influence the thinking, and probably actions, of other human beings. To do that, your writing must instill confidence in a mind that is inclined to doubt you.
Here are a few tips on keeping the reader on your side.
Keep your word count under control. Keep it simple and don't say any more than necessary; when you write, limit your word count from the start. Never spend 1000 words covering ground that could have been covered in 200 words - the extra material looks exactly like the useless filler it is.
Don't hedge. At all. Sometimes a writer is worried about offending the reader, and so either avoids making direct statements or pads the statements with language designed to soften the blow. Don't hedge - be bold and direct, and let the reader be offended. You can't make everyone happy, and you'll look like a fool if you try.
Be on the lookout for language - phrases like "taken as a whole" and words like "basically" - which doesn't contribute anything towards supporting a direct claim. Weed out the hedging and get back to simple noun-and-verb statements.
Use active verb tense - avoid passive tense at all costs. Active verbs describe the subject committing an action and influencing its environment ("Jim drove his car"), while passive verb clauses dislocate the subject so that it becomes secondary to the predicate clause ("The car was driven by Jim"). Typically any verb clause in the "to be" family ("has been", "is being", etc.) is a passive clause.
Don't use passive verbs; they express impersonal events rather than committed actions, and they create distance with the reader. They avoid a sense of personal accountability. Active verbs draw the reader closer and fix responsibility.
Maintain an optimistic, positive tone. Politicians everywhere know that good news wins elections. Limit your use of negative statements as much as possible, and focus on the positive. Give your reader a sense of hope rather than apathy.
Even if circumstances require that you deliver bad news, do so with optimism: there are problems, but we are solving them. Don't deny or avoid obvious unpleasant truths - if your reader knows about them already, your avoidances will only damage your credibility - but keep control over your tone. Promoting a consistently optimistic image to your readers goes a long way towards generating confidence, or at least benefit of the doubt.
Structure your writing carefully. Carefully plan out what you intend to write, and then follow the plan. Don't make it up as you go along. Don't wander and don't be indirect - organize your message carefully, to say the most in the least words possible. Demonstrate that you are in control of your communications, and worthy of reader confidence.
About The Author
Robert Warren (www.rswarren.com) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.
shuttle from O'Hare Brocton .. Lockport Chicago limo O’HareWired Online has recently announced its plans to drop capitalization... Read More
Sit back, and imagine what it feels like to be... Read More
More Tips For New Writers (Part I)Explain in your own... Read More
You send me an e-mail. You tell me you've written... Read More
1 - Join a reading or writing group. Ask members... Read More
Style manuals are all well and good, and in fact,... Read More
Good writing requires self-examination. Why is one writing? What part... Read More
You have just completed a draft of an article. It... Read More
Whether you're interviewing for a new job, trying to woo... Read More
I've been in the communications business a long time?over 25... Read More
We've all been told that we need to use all... Read More
Sometimes I can be dense when it comes to realizing... Read More
You have a new website, or a new business, or... Read More
By far, I have found that the lack of discipline... Read More
He ran up the steps and knocked on the door.... Read More
Writers are an insecure lot.It's easy to understand why. You... Read More
It is certainly true that we don't get a second... Read More
These are some of the snapshots I carry with me:... Read More
What am I going to write about?Which topic is the... Read More
In order to be successful with a newsletter, specialize in... Read More
Everybody knows writing a story is not easy. Like the... Read More
Have you ever wondered why certain writers are able to... Read More
A book coaching client recently emailed me that she was... Read More
Ever wonder what an author's life is like? What that... Read More
The Benefits of Co-Publishing There are a number of publishers,... Read More
Chicago charter limousine service Hickory Hills ..My Dad has this old joke that goes, "What's the... Read More
1. Set aside a time to write and keep it... Read More
Last week I was having a quick browse on eBay... Read More
Have you ever wondered why some people can make millions... Read More
While novels do not usually attempt to convey concepts about... Read More
Sometimes a freelance writing career can feel very much like... Read More
ELICIT, ILLICITElicit means to extract or draw out; illicit means... Read More
Many writers stare at the blank page or clean computer... Read More
1. SECRETS TO SUCCESS2. MAKING A POWERFUL FIRST IMPRESSION3. AVOID... Read More
Although he has his own website, John Grisham probably does... Read More
1. Become an EavesdropperListen carefully to the way people REALLY... Read More
'Summer afternoon - summer afternoon; to me those have always... Read More
If you want to be a writer, then you must... Read More
A good white paper is a paper that makes you... Read More
What is a freelance grant writer? These individuals have a... Read More
Connectors -- conjunctions, punctuation, and transitional phrases -- allow readers... Read More
The biggest mistake authors make when trying to get free... Read More
BAITED, BATEDBaited usually refers to traps or snares. When the... Read More
The Internet has truly revolutionized the careers of writers worldwide.... Read More
A few months ago, I wrote a guide entitled: 101... Read More
Based on the feedback that I have been getting from... Read More
What does one do as a writer who loves writing... Read More
Do you know what a query letter is? If so,... Read More
When you sit down to write a steamy romance, a... Read More
The Big IdeaOkay. So youve figured out that you would... Read More
Writing |