What you talking about Willis?

Cold, grey Melbourne days are the best ones for staying inside, wrapped up in a blanket, and writing about copywriting for all of you. Today, let’s look at words you should use when producing top notch copy.

Firstly, it’s easy to think that you need to use the English language properly and as a result, end up sounding pretentious. This is quite old-school and a way many of us were taught was correct at school. My mum, a retired teacher, hates Facebook chat when I abbreviate and use acronyms such as LOL! Although, this still has a place, simple use of words is best for copywriting.

Here are some hints:

• To keep your reader engaged, use linking words such as: also, because, in fact, then, plus. This encourages the reader to continue. Easy isn’t it.
• Avoid abstract nouns such as: cessation, employment, understanding, evaluation and use easily understood words like: stop, work, know and decide.
• Swap long words such as: achievement, consultation, purchase, discover and replace with shorter words like: success, discuss, buy and find.
• Avoid idioms as not everyone will understand them – EG: A ‘wild goose chase’ could literally mean that to a duck hunter when you are simply trying to say a ‘useless trip’.
• Use beneficial words such as: beautiful, gentle, relaxing, speedy, efficient, modern, strong, healthy, or flexible.
• Use abbreviations for chatty copy which is suitable for most advertising styles. Instead of saying you will, use you’ll.

Above all, I believe you should write like you are speaking to your mate. Make it natural and conversational and you are headed in the right direction.

PS – Why is it that the mother/wife needs to know where everything is in the household? I swear, I am going to write a reference manual for my family, and if they can’t find the item in there, they will need to go searching for themselves.