Grab 'em and don't lose 'em. Every marketer knows that one. Human beings have very short attention spans http://www.yeezysnorgebutikk.com/ , so you can't afford to waste your prospect's time - give them the good stuff and then let them go as soon as you can. Writing effective marketing material is all about writing crisply with just a handful of words.
Clean writing isn't an accident, but is instead the result of the careful application of certain principles and tools. Try these five techniques for crafting leaner, meaner, more effective business copy:
Avoid modifiers. Modifiers change the meaning of other words; the most common of these are adverbs and adjectives (words that describe verbs and nouns Adidas Yeezy Norge , respectively). They're used when the writer feels that the noun or verb needs a little something extra: "the shining sun", "run quickly", etc. Get rid of as many modifiers as you can and choose nouns and verbs that stand on their own.
No lazy words. Every word should be doing real work, conveying necessary information and supporting other parts of the piece. Think of your sentences as support beams and rafters in a building Yeezy Boost Tilbud , and analyze the piece word-by-word: are there any nails sticking out of boards? Anything that's there purely for show? Anything that doesn't strengthen your writing weakens it. Strip your copy down to its most essential parts, and throw out the words that are sleeping on the job.
Reduce it to a single sentence. Do you really know what you want to say? You might be surprised - try phrasing your entire piece into one simple sentence. Can you do it, or are you insisting that your message is too in-depth? Taking your point down to a single statement can give your copy new focus and clarity.
One thought per sentence. Sentences and paragraphs are different things. Avoid long, complex sentences built up of multiple thoughts. Keep your sentences to one thought each Adidas Yeezy Boost Norge , keep them short and simple, and use your paragraphs for the complex ideas.
When in doubt, cut it out. Every writer has written the perfect sentence that just doesn't play along well with others. Hemingway was right - kill your darlings. If you can't figure out how to ease that bit of poetry in with the rest of your marketing piece, cut it completely and don't look back. Be merciless. You'll be surprised how often that's the best solution.
About The Author
Robert Warren ( ) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.
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There were four of us at dinner. Three ordered "regular" coffee, the fourth requested "decaf." Every so often a server, carrying two pitchers Adidas Yeezy Boost 550 Herre Sko Svart Norge , refilled the coffee cups and knowingly poured three cups from one pitcher and one from the other. He never asked who wanted which type of coffee.
As we were leaving, one of us asked the server how he knew which of us preferred "decaf." "Simple, the three of you drinking "regular" coffee have black cups with white saucers, we serve "decaf" in white cups with black saucers." Instead of thinking outside the box these people have been thinking outside the cup and saucer.
What an elegant Adidas Yeezy 700 V2 Static Norge Herre Sko , easy solution. The server doesn't have to interrupt conversation to find who is having which coffee, there is no mix-up or confusion, and everyone gets what they want. More importantly, it demonstrates how deeply the "customer satisfaction" thought process has gone in that particular establishment and it is a lesson for everyone who manages a business.
Imagine how many opportunities for little confusions that exist in delivering any product or service Adidas Yeezy Boost 700 V2 Salt Norge Herre Sko , from not greeting a customer properly to forgetting to return a credit card, and everything in-between. Management that really wants to deliver a superior customer service experience systematically looks at every possible opportunity for confusion or error and attempts to eliminate them as they are identified. In the case of the cup and saucer solution there was no cost expended to solve the problem, just a little time and creativity.
An owners or managers challenge is to identify a little confusion or opportunity for error in your business that can be overcome by thinking through the process and developing a low cost no cost solution. Instead of thinking outside the box, let's call it "thinking outside the cup."
Larry Galler coaches and consults with high-performance executives Adidas Yeezy Boost 700 V2 Vanta Norge Herre , professionals, and small businesses since 1993. He is the writer of the business column, "Front Lines with Larry Galler" Sign up for his newsletter at
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