The joy of X and other top writing tips
We love words. But we also love getting rid of them. To make a long piece of writing sharp and succinct, without losing its core message, is a source of great joy for us (did we mention that we’re not very interesting at parties?).
This is particularly true online. Studies have shown that most people only read around 20-30% of web pages. So how do you make sure you still get your message across?
1. Cut the crap
Most readers have a limited time to get the information that they need. So stick to what will genuinely help your audience, and lose everything else. Make friends with the X button on your keyboard and wipe out the waffle.
This doesn’t always mean making your point in under 10 words. There’s absolutely a place for long copy. It can add detail, be more persuasive and help close sales. The right amount of words depends on the channel and format, your audience and your end goal. If you need help deciding what’s going to work best, drop us a line.
2. Organise your words well
Put your most important messages first. Then if someone only reads the opening paragraph, they’ll still get a sense of the product or service that you’re offering. Make it easy for them to contact you too, so if they like what they see they don’t have to search to get in touch.
3. Use subheadings. Like this.
People skim text, searching for the bit that means the most to them. Break up your copy into manageable chunks with clear subheadings, so they find it quickly. Use bullet points for key statements or promises. Keep your layout clear and there’s a better chance they’ll stay with you.
4. Add keywords to titles
When you’re using fewer words, you need to make them count. With online copy, put your keywords (the words and phrases that potential customers are likely to type into a search engine) into headings or the first few paragraphs of your writing. And all while making sure it still flows naturally!
5. Say it once
Between us, we have two musical pet peeves. One in the 80s hit ‘Moonlight Shadow’ by Mike Oldfield, for the line ‘4am in the morning’; the other, from Ed Sheeran’s ‘Bad Habits’ when he sings of ‘conversations with a stranger I barely know’. 4am is always in the morning, Mike! All strangers are people you barely know, Ed! The point is, be careful of tautology (the official name for using different words to say the same thing twice) in your writing. While you can get away with it in songs, it wastes valuable space on your page.
If you find it hard to keep things short and sweet, get in touch. We are particularly good at turning long and complicated copy into something simple, clear and ‘human’.