If you’re worried your business copy might leave readers thinking they’re the last survivors of a cyborg invasion, try these tactics out in your next blog, ad or article.
1. Use everyday words.
Real experts know their subject so well that they can explain it to anyone – including their Gran. So if you don’t understand your topic, covering up with a load of jargon will only make you look like you’re hiding something.
Instead, ask questions until you get it. THEN start writing, and you’ll find you don’t need the jargon anymore.
2. Be specific.
Instead of flowery descriptions, use relatable details that help the reader imagine the subject, and keep you out of the picture.
For example, “In 1984, Big Brother watches every move Winston Smith makes” says a lot more about the book than “1984 is Orwell’s dystopian masterpiece”, and doesn’t conjure up the same image of the writer smirking at their own cleverness.
That’s just distracting. And a bit gross…
3. Make it personal.
We all like to think of ourselves as individuals – not part of one big, samey blob of humanity whose main function is to walk around buying stuff. Don’t be the person whose writing tells people otherwise.
Talking about your organisation? Use ‘we’. About the reader? Say ‘you’. For groups of people, go for words that sound human and specific – try music fans, book lovers or theatre-goers instead of users or customers.
4. Ask questions.
You already do this when you’re chatting to people – it’s just polite, right?
It’s the same in writing. Including questions you think the reader will be curious about shows that you’re interested in them, and understand their position – which you do, because you’re not a robot.
5. Choose words you’d say out loud..
If in doubt, read it out. Is that how you’d say it to:
If not, it’s time to redraft.