Properly written content is a regular sales tool. Product descriptions and accompanying texts, letters, posts on social networks … Every entrepreneur every day is faced with the need to use the text. Nevertheless, a good text on a website or a high-quality description of a product is an exception rather than a rule. In this case, even if not perfect, but better than now text can be written by anyone.
Some tips are useful regardless of the level of your training and what you write. Whether it is a letter to a client, a post on Facebook, a note to colleagues, or a description on the fly page. How to make your text better?
1 Do not make the rules absolute!
Some technical norms and limitations are dictated by the device of communication channels or the basics of human perception.
For example, the title of your product name must fit in 50 characters to be fully displayed in the search results, and strictly comply with this rule is in your interests. The most important thing is to write at the beginning and the end: the “edge effect” has not been canceled, the reader will better remember the beginning and end of the message. It is also true that the text should not contain more than 5-7 semantic units, and these can be 7 letters, 7 words, 7 sentences, etc.
The last feature of perception makes the rule “The shorter, the better” is not that big a deal. This text violates a good dozen “rules”, but, you see, the number of printed characters plays the very last role here.
So, follow technical restrictions, take recommendations into account, but you are you, and write for your audience.
2 Do not show off: write as you say, write for people.
This will not only reduce the number of printed characters but will make your contact with the audience more personal. The more personal, direct, human is communication, the higher its effectiveness. And the first fiddle here is not facts, but emotions. A boring listing of technical details is good for instruction but bad for sale. Be alive, write simply, show understanding, help and a buyer will appreciate it.
To write well, you should be writing.
That sounds too obvious, doesn’t it? Less obvious is the conclusion, which is if you think you are not able to write better, it is only because you write a little.
First, you need to write something, without returning and without looking back to the end. You may get a stylistic nightmare instead of a graceful sketch, but you can make good text out of a nightmare, but not on a blank page.
So, become your most brutal critic and edit. Make story decisions, ruthlessly cut, replace. Throw overboard anything that doesn’t work for the text, even if you like it.
3 To write well, you need to read.
If you come across a good speaker at a seminar, ask him what he is reading right now. Surely, he will not rack his memory and immediately answer.
The structure of the message, the methods of presentation, the form and speed of speech – where do you think all these come from? So, stop justifying yourself by the lack of special education. Just read, it all “sticks to itself,” but read it carefully, every day, and different texts. Nonfiction is for erudition, detectives are for entertainment, business books are for education. All together they are for fun.
4 Pay particular attention to the headlines.
Not all of your texts will have headings. But if there is a headline, you should know that in the publications stream or the list of information materials, headlines will be read by 8 out of 10 visitors, but only 2 out of 10 will go on reading. A good headline can significantly improve this result.
There are many heading formulas. The numbers, riddle, promise, intrigue work well. The title of this publication, for example, is perfect in terms of analyzing popular headlines in online media.
Creating a good headline is easier than you think. Let’s compare for example:
“A new collection of clothes for the fall-winter 2016 season from the best European designers has arrived in our store”
“Bright fall for those who are in love with life. A new collection (of clothes) is already on sale”
And now “turn on” common sense and analyze the headlines.
The fact that a new collection has arrived at the store is an event for the store, not for a buyer. For the buyer, the event is autumn. The fact that the collection belongs to the upcoming season is a hit for Captain Obvious. And the fact that “European designers” sew-in China, every “expert buyer” will tell you. Finally, following the “edge effect”, the reader will remember “in our store … European designers”. Boring and pointless.
The second version refers to emotions, hints at the suitability of clothes for an active lifestyle in any weather and at a bright color scheme, and the “edge effect” leads to the memorization of “Bright autumn … (clothes) are already on sale”.
Think about those to whom your message is addressed, and the right header will pop up in your head. Write it down and analyze it in terms of your goal and buyer needs.
5 Edit as many times as needed.
Always start by defining the audience and purpose of your text.
Why do you need to write a text? What do you expect from the reader? Who is he and what does he need at every stage of the purchase process?
Everything related to the volume, style, and content of the text is deeply minor to the answers to these Main questions. It’s one thing to ensure a few words go to the page, it’s quite another to convince you to purchase from you.
Only after you establish at what stage of the purchase the visitor will see a specific text, you will get what this text should be.
For instance, at the stage of searching for an item, a potential buyer needs to be called (description in the form of a spectacular advertising teaser), and at the stage of choosing a store for purchase – to convince (a detailed description of the advantages of your offer). These are very, very different texts.
6 Increase reader value with each line.
Caught the reader’s attention? Take advantage of this! Do not drag it out, say the most important thing right away. Ask a question and give an unexpected answer, perplex the reader, twist the intrigue, joke, finally. Add facts, compare, offer an unexpected point of view. All means are good since you have already figured out what your audience and goal are. The main thing is waffle, only what can go into business.
Think for yourself: we have complete information available online; What should make it to a line so a visitor reads what is written and give preference to your proposal?
The fascination of the text, the improvement of mood from a good joke, an unexpected look at the product is no less valuable to the reader than the actual information.
Always talk about what matters to your reader: about him and his needs, about the evident and non-evident benefits of using your product. You should admit, “The jacket’s fabric is made using the latest RRR technology” – this is one thing, and “Thanks to the RRR technology you can wear this light jacket even in November” – quite another.
7 And most importantly: you must want to become better.
Nevertheless, there are alternative ways to improve the quality of the text. The most obvious of these is to learn and strictly follow the rules. In a large number of cases, this works. For example, when creating a brief description of a product for a compliance catalog, it’s enough. The descriptive text, written strictly according to the rules, is always given away by scholarship or clericalism. However, it is better to at least follow the rules than not to do anything at all.
About the author: Melisa Marzett is well-known in her circle as a writer who is currently working for paper helper, writing articles and traveling around the world. She has always been fond of classic literature, a music lover and an enthusiast. She enjoys discovering new things and sharing her experience through writing.