26 May Three Tips to Improve Your Copywriting
Content is the lifeblood of digital marketing. And if content is the lifeblood, good writing is the blood cell that makes up the blood. Or something like that.
Bad metaphors aside, content is only as good as the writing that comprises it. Writing is as much an art as it is a science, and without stellar writing, your content will fall flat.
But with stellar writing, your content will engage and convert.
How can you improve the effectiveness of your content? How can you make your words sizzle and pop and your written messages resonate powerfully?
Here are three copywriting tips you can use to improve your writing – and the effectiveness of your message.
Improve Readability through Chunking
Your content, first and foremost, should be easy to read.
One way to improve the readability of your writing is to use a technique called chunking. People process information in short bursts, or chunks. By breaking up your information into small chunks, you make a text more readable – and easier to understand.
Ways to do this include:
- Using lists
- Typing in shorter sentences
- Breaking up text into short paragraphs
- Using bullet points
- Incorporating images
- Using headers and sub-headers
Notice how this blog post was written: in short sentences broken up into short paragraphs with sub-headers. That makes this blog post more digestible.
Making Your Content More Legible
Legibility refers to how easy it is to scan and absorb something visually. Doctors’ handwriting is often illegible; it’s hard to figure out what has been written.
Content that is poorly designed is illegible. This includes content that has words that are too small, or links that are too small, or colors that blend in, or a million other design elements that make it difficult for everyone to take in the content.
The fewer barriers you have to legibility, the better your content will perform.
Word Choice Improves Understanding
Finally, the words you use can make or break content.
Words that are too big for any person to reasonably understand – obscure words, or overly-complicated words when simple ones will do – can frustrate readers and turn them off. The same goes for lingo and terminology that most of your readers won’t understand.
Also, ambiguous language without a clear meaning will slow down a reader and cause frustration.
You should make your copy as easy as possible to read. Of course, speak the language; if you’re talking about a highly-technical subject to professionals in the industry, feel free to use terminology. But even in that case, make sure your words help comprehension, not hurt it.