It’s something we’ve all asked ourselves at one stage or another; how do you produce flawless copy that attracts your reader’s attention? In this post, we’ll be covering the five useful steps to help you improve the quality of your writing and deliver maximum impact to the reader.
It’s important to consider that creating copy with superfluous words to sounds more sophisticated isn’t the best tactic. It’s not about creating overly sophisticated copy and fulfilling the writer’s self-interest, it’s about the reader finding the content they’re reading engaging and useful. As long as you consider the reader’s best interests, the copy you write will ring true.
Here are five tips to help you sharpen your writing skills and catch your reader’s attention.
1. Grab the reader’s attention in the first 6 seconds
In B2B, everybody’s busy so ideally, you need to get to the point quickly. This comes down to more than just valuing your reader’s time. It’s about understanding that everyone is being bombarded with information, all of the time. So, as the writer, you need to get straight to the point. Your email content, blog post or social content needs to get your reader hooked in six seconds maximum.
The introductory paragraph needs to make the reader feel as though it’s been written with them in mind. The first 20-50 words need to capture your reader’s attention; make them grin in agreement; or explain what value they stand to gain out of reading further.
2. Write for one, specific person
Whether you’re writing web copy likely to be seen by thousands of people or simply writing a personal email, your reader should always be one person. Bear this in mind no matter what you’re writing, and you’ll become accustomed to addressing one, specific person, instead of a crowd.
By doing so, your writing will become more persuasive as you’ll be focusing on how your one reader is thinking and feeling. More importantly, you can make the copy you write far more relevant to your audience by knowing and understanding who your ‘one person’ audience is.
3. Don’t over-complicate your copy
Many writers feel they need to dress up their wording when writing copy for work purposes. It’s suddenly as though their language is going from casual attire to business attire.
We’re all guilty of it at times, whether we’re writing an email to our boss or a letter to a client, we begin replacing words such as ‘use’ with ‘utilise’ and ‘you’ with ‘yourself’. Even though you have the best intentions, this can result in passive sentence structure and overly complicated copy.
Instead, aim to write content that’s clear, logical and user-friendly. The language you use plays a big part in your brand, so it’s important that it remains consistent and easy to read.
4. Avoid jargon and acronyms
Technology companies are immersed in technical terms and it’s a copywriter’s job to contest this. We recommend, as a writer, that you tune in so you can understand the complexities, peculiarities and nuances of your clients’ organisations. This is best achieved by speaking to the experts, and asking questions, however obvious they may be.
This approach doesn’t necessarily generate quick results, but it pays in the long run. Only when you understand a highly technical world like an insider can you write about it with confidence and authority, and then explain it to others through the content that you write.
5. Make it simple to scan read
When writing for a B2B audience, it can be difficult to pitch at the right level, but even experts in your brand’s field will appreciate language that’s easy to read and accessible. Find the time to discover your brand’s tone of voice and carry this through all channels to ensure consistency. Your readers will thank you for it in the long run.
We hope you’ve found our 5 simple steps useful, and that they help you to sharpen your writing skills and capture your reader’s attention. For more useful tips, please take a look at our Insights page and white papers.