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So don't write, 'There is one simple omission that can transform a sentence from boring to brilliant.' Do write, 'One simple omission can transform a sentence from boring to brilliant.' Similarly, avoid, 'We will be running the new program from our Dallas office.' Instead, opt for 'We will run the new program from our Dallas office.' Place the longest item at the end of a series. Instead of 'The computer was operating and running smoothly,' go for 'The computer was running smoothly.' Or, instead of 'He was empty and ran out of gas,' go for the more direct 'He ran out of gas.' Vary sentence length. A string of sentences all the same length can be boring. Article: 9 Tips for super Copywriting by Alex A. Kecskes Avoid the wimpy verbs--is and be. These 'do-little' verbs only occupy space and state that something exists. So don't write, 'There is one simple omission that can transform a sentence from long-drawn-out to brilliant.' Do write, 'One simple omission can transform a sentence from wordy to brilliant.' Similarly, avoid, 'We will be running the new program from our Dallas office.' Instead, opt for 'We will run the new program from our Dallas office.' Place the longest item at the end of a series. Start with the simple and work toward the complex. It's less confusing and makes a more memorable ending to the sentence. If you have a series like 'He was unvaryingly later that Joan, loud and boring.' Opt for 'He was loud, wordy and unwaveringly later that Joan.' Specifics are more convincing. Unless you must for legal reasons, don't use words like many, several, approximately, nearly and other such mushy weasel modifiers. Specifics tell your congress that you know what your product can do based on tests, research, results, etc. Modify thy neighbor. Neighboring clause, that is. Make sure your modifiers suit directly to the pertinent condition in question. Do this and you'll hang back such gaffes as 'I collided with a stationary truck apparition the other way. (The truck wasn't disclosure the other way, it was stationary.) re-create to tell the judge 'I was approximative the other way and collided with a stationary truck.' (You'll still pay the penalty for running into a truck, but at least you'll come over against as sober.) Use single verbs to keep away from doublespeak. Single verbs can often do the work of two similar verbs. Instead of 'The computer was operating and running smoothly,' go for 'The computer was running smoothly.' Or, instead of 'He was empty and ran out of gas,' go for the more direct 'He ran out of gas.' Vary sentence length. A string of sentences all the same length can be boring. Start with a short sentence or at least a medium-length one, then go long, short, medium or any merging thereof. Imagine a person talking in sentences that are all the same length. Robotic. Are your sentences like the Energizer Bunny? They go on and on. Just you're conveying legal or complex technical information, doesn't mean you have to use serpentine sentences that never seem to end. Instead of saying 'Laser beams, which have many properties that distinguish them from ordinary light, result from the emission of energy from medium in the form of electromagnetic waves.' depose up and re-phrase: 'Laser beams have many properties that distinguish them from ordinary light. They are produced when tangible emit energy in the form of electromagnetic waves.' Go short and sweet. Why use a 4- to 5-word phrase when a 1- to 2-word version will do nicely--with no loss in meaning? Statements like 'in view of the fact that' can be easily reduced to 'since' or 'because.' Word economy is particularly important, especially when you're paying for premium ad space in a major publication. Don't overstate the obvious. Redundancy is good for space travel, but not for evaporate writing. Phrases like 'anticipate in advance,' 'totally finished,' or 'vital essentials' will drive your readers crazy and have dealings with very little. The same goes for stringing two or more synonyms together like 'thoughts and ideas' or 'actions and behavior.' It makes readers wonder if you really meant to say two different things or just wanted to reinforce one word with a needless synonym.
Alex Kecskes provides a full range of copywriting services. Visit www.akcreativeworks.com for more information and samples. |
Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. When Advertising Wears Out By Mark Levit Summary: One of the challenges facing marketers is determining the most effective level of advertising exposure for a brand, while maintaining a given budget. On the other hand, when an advertisement is run at a high frequency, advertising wearout may occur. Advertising wearout is the result of excessive frequency causing viewers to perceive there's nothing new to be gained from processing the advertisement, thereby withdrawing attention. At the same time, the continued use of certain features … 2. 7 Tips for Better Ads By Mike McDaniel Summary: "On Main Street in Downtown Smallville across from the firehouse"7 Avoid Phone Numbers With the exception of Yellow Pages Advertising, where people are looking for telephone numbers, most folks don't carry a pad in the car or keep one next to the TV to jot down numbers. Become an astute observer of others who advertise and use the best elements you see.For more about advertising from get my article "15 Tips for Better Yellow Pages Ads" Send a blank eMail to the MailTo:15Tips… 3. The Importance of Your Business Card By Bette Daoust, Ph.D. Summary: What are you trying to say with you business card?We have talked about collecting other people's business cards and also about how they are often tough to differentiate from one another. You are more likely to get notices and gain business if your card is extremely professional.Do not use the homemade variety, the serrated edges are a sure give-away that you do not value your card. Article: What are you trying to say with you effort card?We have talked throughout collecting other peop… 4. Business Ideas: 5 Uncommon Ways To Generate More Online Business By I-key Benney Summary: Offer them a free membership, if, in exchange they link to your web site, post your banner on their home page or agree to advertise your web site in their e-zine for a set period of time. Tell your visitors they can instantly add a free article directory to their web site by linking to yours. Instead of marketing your web site as a web site. Article: Sometimes, it is not an obvious engagement idea that will make you more money.It may be what is not so obvious, which most people never t… |
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