Brighter Marketing

I was reading a broadsheet newspaper this week and it struck me that some (though not all) of the columnists and article writers were trying too hard. They were using long words when short ones would do , using unusual sentence constructions and making it increasingly harder to actually read the columns they had written with any ease, which is what you want on a Sunday morning.

Then it struck me, “who were they writing for?” It didn’t seem to be their readers – although we are an intelligent bunch . It seemed that they were writing mainly for their own ego, using lofty words and paragraphs of poncy prose because they want to show the readers how clever they are. Sometimes, the simplest route is often the best. I worked with a retired journalist, called Rose, many years ago, who gave me some 5 basic tips for writing marketing copy. And as far as I can remember it went something like this..

1. Picture the person who is reading your words, where are they, what are they doing. This will help you write in a style that is right for them
2. The headline is the most important part – get this wrong and no one will read any further
3. Never use two words when one will do
4. Write using words that a 12 year old will understand
5. Write it, then edit it, if you edit as you go along you lose the flow, grammar etc can be corrected later

That was it, I was expecting many more words of wisdom, but her approach was simple.  I have tried to keep these points in mind over the years, sometimes I succeed, sometimes I don’t, but it makes sure I keep my feet rooted firmly on the ground and try to write in a style that can be quickly and easily understood.

So the next time you write something keep these simple tips in mind and as they say KISS (Keep It Simple Stupid)