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9 tips for writing copy people want to read
With examples.
Kirsty Boden-Stuart
January 31, 2024
Writing powerful copy that engages readers and inspires them to take action is something you can absolutely learn, with practice.
Which is lucky, because ChatGPT is only going to replace the most mediocre, generic writers. (For now… dum dum dum.)
The trick is to get the basics right so you have strong foundations. . . then you can bust out your own version of quirky, creative writing genius. 🙂
Aside from being authentic (and therefore dismissing everything on this list if it suits you) below are 9 practical tips that will skyrocket the impact of your writing.
1. Use language you know your audience use
If you’re writing to the general public to ask for donations for your cause, avoid jargon and acronyms they may not understand. Instead, use relatable language your readers are used to hearing.
If, however, you’re writing to professionals in a particular niche, go ahead and mirror the jargon that’s commonplace within that niche. This will build trust and rapport.
2. Use power words
These are persuasive words that provoke an emotional response in the reader.
Here’s a list of power words for nonprofits, grouped into categories:
Just use sparingly and with caution – scaremongering for no reason will not get you anywhere.
3. Use specific, vivid words
Vague, abstract or cliched words dilute your message and bore your readers.
Example: ‘The chihuahua scrambled onto the chair’ is more concrete and engaging than ‘The dog jumped onto the chair.’
“If those who have studied the art of writing are in accord on any one point, it is this: the surest way to arouse and hold the attention of the reader is by being specific, definite and concrete. The greatest writers are effective largely because they deal in particulars and report the details that matter.”
4. Use an active voice
Example: ‘Kirsty wrote a newsletter sounds stronger than ‘the newsletter was written by Kirsty.’
5. Vary sentence length and structure
Mixing things up with different sentence lengths and patterns keeps things interesting and makes it easy for your reader to stay with you.
Oh, and embrace the white space. What would you rather read: grey lumps of text all joined up or a couple of spacious sentences broken into short paragraphs?
Example: Um, this post.
6. Cut the fluff
Delete every word that doesn’t serve your purpose and add value to your message. I’m gonna say that again for the people at the back: delete every word that doesn’t add value to your copy.
Example: Instead of: "In order to improve your writing skills, you need to practise a lot", write: "To improve your writing skills, practise a lot".
“For any writer, the ability to look at a sentence and see what’s superfluous, what can be altered, revised, expanded, and, especially, cut is essential. It’s satisfying to see that sentence shrink, snap into place, and ultimately emerge in a more polished form: clear, economical, sharp.”
7. Show, don’t tell
This is a goodie from my creative writing course. Showing means using sensory details and other techniques to make your content vivid. Telling means stating facts without providing any evidence.
Showing is more effective than telling because it allows your reader to experience your content rather than just read it.
Example: Instead of writing: "Four-year-old Rhona was scared of the dark", write: “Four-year-old Rhona felt a cold shiver run down her spine when she was alone in the dark".
8. Read, learn, practice
Reading is one of the best ways to improve your writing skills.
When something grabs your attention (and heartstrings), analyse the language, structure and techniques that have been used to create that effect.
Write and publish often — you’ll gain confidence and feedback as you go.
9. Write like you mean it
If you can’t write something with your heart and soul, write about something else.
(Oh, and break all the ‘rules’ if it means staying true to your particular brand of creative genius.)
Go write, fellow human!
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