Websites, social media, e-newsletters. Today, a huge amount of businesses communication with customers and business partners takes place in text form. To stand out from the rest, copy must attract attention, inform, convince, and encourage interactions – whether conversation or consumerism.
The written word has to reflect your business effectively and appropriately – but there is so much more to good copywriting than flawless spelling and grammar alone. Wording and phrasing must be considered, as unreadable copy will be read by no one. Sentences that ramble on too long, complicated grammar, or unfamiliar jargon should all be avoided. Instead, strive for a logical, straight-forward structure, with shorter, simpler sentences. Provide readers with the information they need, whether they're decide on a purchase or commit to a cooperation agreement.
In marketing, some speak of the AIDA model: Attention, Interest, Desire, and Action. It's a classic four-way depiction of how to communicate with potential clients. First, the text should attract a reader's attention, "catching" the customer. This can be done through the design, but to entice someone enough to move forward, this often depends more on the phrasing and content of the copy.
It's important that your company stand out – highlight what makes you unique, because that will catch their attention! Begin your appeal with the most relevant details, without becoming to verbose. And be sure to include information about your product and company so that your customers know who they're dealing with.
Once the reader is informed, the next step is to create a feeling of desirability or need in the customer, to get them to purchase, recommend, or even simply engage further with the company.
So what is it that makes your offer stand out? What are the advantages you can offer your customers? Make sure your reader knows the answers to these questions – the less they have to search for or consider, the better.
Now comes to the call to action! It's important to outline what to do next – how and where they can buy the product, RSVP or contact details, whatever it is, make sure it's as clear and simple as possible. Most importantly, avoid ambiguity, as in the end, good writing is writing that people like to read.
Specialist or technical expertise is important, but that information must be conveyed in a digestible manner, otherwise no one will read it, or learn from it. This is where professional editors or copywriters can come in handy – after all, our job is to communicate well.
Sample technical article
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