Clear writing is telepathy.
Clear writing is mind control.
You're writing with a goal in mind, and it's frustrating to not be able to get your message across.
A blank page is scary only if you don't know where to start. I'll show you how to tame that blinking cursor.
Let's get into it.
1. Stop putting lipstick on the pigLink to section
Don't dress up your vocabulary. You're looking for long words because you're ashamed of your short ones. But your short ones will do fine. If it is appropriate and colourful, don't hesitate.
2. New. Novel. HelpfulLink to section
That's all people want to read.
New info peaks interest.
Novel takes keeps their attention.
Helpful stuff makes 'em trust you.
Applies for emails, blogs, social media, videos, websites, conversations… life.
3. Casual is kingLink to section
Write like you speak. No one wants to read pretentious drivel… The vast majority of people are capable of meticulously crafting excessively verbose sentences to communicate their otherwise unsophisticated message.
But it's bloody hard to read (see above).
Keep it short. Keep it casual.
4. Go learn about the AIDA frameworkLink to section
5. Be clear, not cleverLink to section
Jokes are only good if they don't distract from your main message.
S p a c e . T h e m . O u t .
6. Pass on the passive voiceLink to section
Active voice sentences are far more engaging. Subject does verb, ALWAYS!
Passive Voice = ❌ | Active Voice = ✅ |
|---|---|
The house was built by Sally's bare hands. | Sally built the house with her bare hands. |
The body was carried from the kitchen and placed on the sofa. | Freddy and Myra carried the body out of the kitchen and laid it on the sofa. |
My first pay check was a great source of pride to me. | I was proud to receive my first pay check. |
7. Nobody cares about youLink to section
Frame everything in a way that shows how the reader benefits. Always. Forever. You're awesome, yes, but they don't care.
8. Axe the AdverbsLink to section
Adverbs are the words that end in "-ty" or "-ly" . They're avoidable. Use a strong verb instead; He ran away quickly → He dashed off! If no verbs suit, try dropping the adverb. It isn't contributing as much as you think. Let your preceding sentences do the heavy lifting.
9. Get rid of "just" and "should"Link to section
They weaken your message. Remove or modify. Go ahead, be bold.
10. Proper sentences can be overkillLink to section
Poor "stand-alone" sentences join forces to create concise paragraphs. Let your readers lean on preceding words, it'll flow better.
Perfect Sentences = ❌ | Poor sentences = ✅ |
|---|---|
Sally had crafted the table to fit the large white empty room perfectly. The table was rectangular on all sides except one. One of the legs was carved out to hug the curved inner surface of the cracking sandstone wall. | Sally crafted the table to fit the large white room. Carved. Rectangular. Hugging the cracking sandstone wall. |
11. Murder your darlingsLink to section
Shape a sentence to make impactful writing. Don't shape your paragraph to fit a nice sentence. If it's not helping the user it's not staying. Bye bye wordie.
12. Never publish your first draftLink to section
Iteration is the difference between mediocre and great. Step away from your first draft. Return with the aim to make it shorter; Draft #2 = Draft #1 – 15%.
13. Don't ever lose their attentionLink to section
Each sentence leads to the next.
14. If it works, fineLink to section
15. Paragraphs dictate flowLink to section
You can tell the contents of a book by the pages' formatting. Short paragraphs with ample space are easy to read. Dense text, less so. Neither is better, but one is more appropriate. See below.
16. Write for the readerLink to section
You talk to people differently based on social context. You should write differently too. An electrician's vocab is not the same as a grandma's. Write to match your audience.
If you got this far, the content was helpful. I'll take that as a win.
Copywriting is a big topic. This book is worth reading, especially the "toolkit" sections. So is this one.
Go out there are write some helpful stuff.
Have a good one.