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Home | Work And Money | Marketing

Things to Avoid When Copywriting

By: Vlad Ehrsam

Any good marketing or advertising campaign must pay close attention to its copywriting. This is especially important if you host a website. The content of your copy must be well written, interesting and above all, relevant and in some way beneficial to your reader.

But copywriting is also full of hazards, areas where it is easy to go wrong. Areas that take away from your content instead of adding to it. These hazards make your Web pages dull, uninteresting to read, immaterial or meaningless to your readers. Here are some to watch out for:

Going off track

Many people feel that it is necessary to incorporate back stories and extra information into their copy. This is not a good idea. Effective copywriting has one main point that is supported by smaller, related points. Keep a focus in mind for each separate piece. Keep it moving at a good pace. Side trips are an excuse for the reader to leave your content and go find something else.

Repeating Yourself

Refrain from repeating and harping on one point over and over. You may feel that you are stressing home a point by doing so but in actual fact, you could be irritating your reader and he or she may lost interest in your article. Give some thought to the words you want to use and then get your point across; but do it only once.

Keep it simple

These are words that are long and often come across as pretentious. Instead of searching for ways to sound smart, write simply with powerful words that convey your message. Nobody will get what you are saying if you use awkward sentences and long words. Instead it will just confuse readers and give them a reason to stop reading your content.

The Use Clever Language Hazard

Using copywriting to display clever mastery over language is hazardous. And while it might have a nice ring to it, it doest work. Because original as it sounds, it does not add to natural flow or pace of your writing. So avoid clever language at all cost. You'll be far more effective if you write concisely and simply.

The "I Love Adjectives" Hazard

Adjectives (such as beautiful, red, excellent) and adverbs (such as very, and words ending in "ly" like rapidly) are called modifiers and are added to a noun or a verb. Using modifiers can sometimes be very effective but when used excessively, they can befuddle the reader. "I work efficiently" is better than saying "I work very efficiently". The word "very" slackens the pace of the article. "Your work is exceptionally beautiful" is one adjective too many. Either say "your work is exceptional" or "your work is beautiful".

Avoid forms of the verb "To Be"

Active language gets your point across in a more interesting manner. Constantly reverting to forms of the "be" verb was, is, are, etc. bogs the prose down. Solid verbs create dynamism and allow the reader to feel interested. Saying "Our business is a leader in innovation" does not have the same forward motion as writing "Our business leads the field in innovation." While eliminating "be" verbs is not always possible, you can improve your writing simply by going through and substituting more active verbs where possible.

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About the author: Vlad Ehrsam writes exclusively for Full Info on Business, visit there today for the latest Business advice, and why not sign up for the free Business newsletter.
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