Copywriters must write copy for their audience that is clear, educational and organized in order for the customer to be persuaded to purchase a good or service. Methods like mixing short and long sentences and not using industry jargon are just two ways that will help make copy better for companies when trying to promote a product.
There are various ways copy can come out specific and natural to your audience. Here, 12 Forbes Communications Council members share their ways on how they write better copy.
Forbes Communications Council members discuss smart and specific ways to write better copy.
Photos Courtesy Of The Individual Members1. Choose Topics Ahead Of Schedule
Use a content calendar system to outline multiple weeks' worth of content in advance (and don't overcomplicate it)! Having your topics chosen ahead of schedule gives you the time you need to properly research the topic and your clients’ needs. This way you can map out relevant content and identify any gaps in your customer journey that need to be filled. - Matt Bergmann, Republix
2. Don't Be Redundant In Your Writing
Redundancies in tone and writing style can become inevitable when attempting to maintain a brand voice or when you are the primary author of internal and external communications, leading to the loss of your audience’s attention. Diversify your intake of external newsletters, organizational emails, social posts, etc. to help inspire language and stylization that is attention-grabbing and relevant! - Destiny Chambers, Lippe Taylor
3. Start Using Content Briefs For Inspiration
To cut down on that time and ensure quality content, use a content brief. Answer questions such as “Who is this copy for?” and “What action should this copy inspire?” Using content briefs helps accelerate the brainstorming process and ensures copy is written with determined goals in mind. Having the hard questions answered before you begin eliminates any vagueness that would water down your message. - Nona Phinn, THuS Marketing and Branding
4. Understand Who You're Writing For
Before you start to write, take the time to listen to and understand your target audience. What sources are they using to get their information? What keywords are they typing into Google or social media platforms to search for the products or services you provide? Intel like this will help you write more strategic, intentional copy that converts. - Olivia Farquharson, OSF Designs, LLC
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5. Be As Natural As Possible
A simple yet effective and smart approach for good copy is to write naturally – use concise language that is also commonly used in spoken communication. When you write the way you talk, it increases engagement and relevance for the audience. - Maheen Zaidi, Diversified Maintenance
6. Write A Mix Of Short And Long Sentences
Vary your sentence length. Sure, that might not sound like much, but trust me, it makes a big difference. When you string a bunch of short sentences together, it sounds choppy and odd. But when you mix in some longer sentences, it creates a nice rhythm that's easy on the eyes (and ears). So try varying your sentence length and see if it doesn't help you write better copy. - Sarah Little, StorageMart
7. Make It Short And Sweet
Ultimately, we want our copy to be read, to resonate, and to be remembered. Keep it short and to the point. Determine upfront the target audience and goals for the copy, and be sure to emphasize the key points that you'd like your audience to take away. - Beverly Ibarrola, AspireHR
8. Avoid Using Industry Jargon
To write better copy, you need to know your audience. Use clear and concise language, while avoiding industry jargon. - Lisa Miller, Aker BioMarine
9. Always Ask The 'Why' And 'What' Questions
Start with the “why.” Why should the person reading the content care? Then,followed by the “what.” Not what is it, but what’s in it for them? Personalize the “why” and the “what” based on how they interact with your brand. End with a call to action or a next step. Finally, remember there’s a human on the other end, then pretend you’re having coffee. Is this the first, second interaction or are you old friends? - Heather Spilsbury, 50/50 Women on Boards
10. Write Like How You Speak In Real Life
Write as if you're speaking to a real person. If you wouldn't use words like "utilization" or "vehicle" in conversation, don't use them in copy. Watch out for trite openers, like "without a doubt" and "contrary to popular belief." And think about cutting the first few lines of copy you write. You might find that they're just dead wood before you get to the real point of the communication. - Elizabeth Baskin, Tribe, Inc.
11. Capture The Reader's Attention
Good copy is simple and easy to digest. I always work back through copy I've written to see if the point can be made using less words — and it almost always can. In a hyper-engaged world, you have a short window to capture attention, then don't waste time and risk losing attention by trying to sound clever. - Rosie Guest, Apex Group Ltd.
12. Collaborate With Others And Accept Feedback
Good copy comes from collaboration and feedback. Before any communication goes live, get critiques from select colleagues to ensure clarity, tone and intent. Once it’s out in the world, evaluate audience response — then you’ll know if you’ve hit (or missed) the mark. - Mickey McClay Wilson, Freeman
