Flowery Language

For some business occasions, your power suit is appropriate wear.  At other times, it might look out of place.  And if you turn up in bling, resembling an extra in an Eminem video, you won’t be taken seriously anyway.

Copywriting is like this.  Sales writing can be dressed up or down depending on the audience.  However, if you overdo it, you run the risk of losing more than just your integrity – a potential sale.

In a previous blog post, I revealed what’s in a copywriter’s wardrobe and looked at the different ‘outfits’ a copywriter wears to write effective copy.  This post explores how your writing style must ‘fit’ with the target audience, as well as suit the purpose.

If sales writing wore clothes, some copywriting staples should be ‘worn’ every day.

Words need to work, not waffle

Words are the key tools of your business.  If you dress them to impress, you won’t get very far.  Here are some suggestions for how to keep your sales writing clean and well groomed:

Use plain English, not verbal ‘bling’

Resist the temptation to use ‘a plethora of grandiloquent words.’  (Flowery phrases)  If you do so, your message will get lost and you won’t be understood.

Plain English speaks a universal language, whereas showy language distracts the reader from what you are trying to say.  Keep business writing simple.  Say what you mean and don’t dress it up!

Verbosity killed the copycat

The best copy is concise.  A direct message creates more impact!  Because long-winded sentences take years to fathom out, you’ll bore the pants off your readers.  So, keep sentences to below 20 words.  And, alternate long sentences with short ones.

Try looking at a long sentence to see if you can break it down into two separate sentences.  Or divide a long sentence into two with punctuation.

Limit technical jargon

Whatever your industry, you’ll probably use all sorts of ‘buzz’ words.  The trouble is, most of the target audience won’t understand this industry-related business lingo.

Although jargon can be useful when communicating within a small group of experts, it’s best to stick to common knowledge.

In short, jargon obscures your selling message.  As soon as you speak your audience’s language, your message will get through.

Try the casual fit

Your sales copy is another employee.  In fact, it’s your mouthpiece, representing you and your company.  Do you want to come across as formal and cold?  Or be known as friendly and approachable?

The simplest, clearest style is to write the way you talk.  People warm to copy that is easy to read and lighter in tone.  Stuffy formal writing can alienate readers.

To achieve a conversational style, use:

• Pronouns: you, yours and you’re
• Contractions: it’s and they’re
• Simple words: help instead of facilitate
• Informal language

Top copy tip: once you fashion your sales writing with relevant, plain words, your message will stand out!