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Copywriting – Tips on Writing Quality Content

self-less writingThink from the user’s perspective

Do you like it when people tell you what they want you to do, without considering what you want? Likely, you will not pay attention to someone who seems selfish. When copywriting, of course, you think your product or service is awesome, but the reader is not interested in what you think, they care about how they can benefit from what you have to offer.

For example:
“We think a new turbo water-blaster is awesome, and we think you will love the new hydro-boost feature.”

The above example is written from the blogger’s perspective. This is an example of assuming that the reader cares about what you think.

The following is an example of keeping the reader’s perspective in mind:

“The latest turbo-water-blaster is here for you! It is time to upgrade, so you’ll get the smoothest, trouble-free water blasting experience.”

The second-person perspective more effective when copy-writing than the first-person perspective.  The second-person perspective is using pronouns like ‘you, your, you’re,’ whereas the first-person perspective uses pronouns like ‘I, we.’

I am not saying ‘do not use the first-person perspective’.  I am saying that when talking about product benefits, you should talk about how ‘you’ the reader will benefit.  Sometimes the first-person perspective is useful to establish a connection with the reader, for example, when telling a story about personal experience.

Focus on quality rather than quantity

It is great to have a goal, like, 1000 words a day.  However, if achieving the goal means producing poor quality content, then your efforts might be wasted, and your ranking may plummet. Writing concisely with precision, accuracy, and correctness takes time and numerous revisions. The most common error I find is missing commas. The way to find out where a comma should be in a sentence is to read it out loud. The comma is where you would naturally pause in a sentence. It is helpful to read the copy out loud.  If something does not sound right when read, it probably needs to be changed.

Write for 6th-grade comprehension or L3 literacy

About half of the population has a literacy level of the 6th grade (L3) or below. Spelling errors, incorrect grammar, and hard to read sentences will be difficult for a 6th grader.  If someone has difficulty reading your copy, then they will probably give up and move on to the next item.

Writing a clear and readable text

A copywriting mistake that people often make is that they write posts that are hard to understand. If you make sure your writing for everyone to understand the message of your text, you’re opening up your content for a broader audience. That’s why writing a clear and readable text is a considerable part of your copywriting strategy. People should be able to understand what you want to tell them. If you create a copy that’s easy to comprehend, people will be less inclined to leave your site. They might even want to read your next post.

We know writing is hard. But there are things everyone can pay attention to write clear text. Don’t use too many long sentences. Avoid using many tricky words. If you write for more than one region, check if you didn’t make any confusing mixups. Check whether the structure of your text is clear. There are tools out there to help you write copy that is easy to read, such as Grammarly. So, there are no more excuses not to write a lovely, readable text!

Summary

Success in copywriting is about writing quality content. Focusing on quantity requires numerous revisions. Write from the reader’s perspective, using second-person pronouns, like ‘You, your, you’re.’ Write for a 6th grade level of literacy. Write with clarity and simplicity.

Resources

On writing well by William Zinsser – the classic guide to writing well

Grammarly –  fixes spelling, grammar, and readability, and a premium subscription Grammarly will check for plagiarism.

Aaron Skudder

2 Comments

  1. Hello Aaron,

    I enjoyed learning about this technique of writing from the reader’s perspective.

    I have to be honest that I have not really wondered about this in my articles before.

    I will go back on some of my material and ask myself if i am using second person

    pronoun so that my readers can see the benefits FOR THEM in which that I am presenting.

    Thank you for the edification. A True eye opener.

    • I am not saying not the use first-person perspective.  I am saying that when talking about product benefits, you should talk about how ‘you’ the reader will benefit.

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