You could spend all day and all night using new digital tools to evaluate or create copywriting. Some of these tools are very helpful, but you don’t have to go back to school to understand the essentials of good writing.
Readability Copy needs to be so easy to read, it takes almost no effort except moving the eyes. There should be no speed bumps, traffic jams or detours – a smooth journey without interruptions.
The most readable copy uses short sentences with a maximum of 12 - 15 words. Period. That’s about all a reader can absorb at one time. You also need to avoid lots of words, more than 2 - 3 syllables, and words that are hard to grasp at a glance. If you are tempted to use the word ‘pontificate,’ simply say ‘speak pompously.’
Write short paragraphs. Readers today favor writing that is broken up and easy to scan and read. Think appetizers rather than full courses. This idea may be new to those in the habit of writing long blocks of text. The new style is much more digestible.
Rhythm This idea may seem strange, but rhythm is one of the most overlooked aspects of good writing. We’re not talking about hiring a drummer. Rhythm in writing means arranging words for a smooth and effortless flow. In the previous sentence, see how certain words get emphasis while others get less emphasis. A colleague says great writing reads like poetry. It takes time to write this way, and the results are worth it.
Algorithm Friendly You can achieve SEO (search engine optimization) using a wide array of online tools. But the most important aspects of search are simply placement of keywords and backlinks.
First you need to determine your most effective keywords (plenty has been written about this). Then place your keywords where algorithms value them most: in the titles, headlines, subheads, and at the beginning and end of your copy. Back links take a little more effort. You’ll need to reach out to others and ask them to link back to you.
Originality With so much content available today, you need to write about something new or something viewed from a new perspective. So if you were to write an article about algorithms, you might pose the question, “Can you achieve high readership without focusing on algorithms? Yes and No.”
Share Worthy A lot has been written about creating things that people like enough to pass along. If you focus on new ideas and perspectives, your writing will be interesting, readable and beg to be shared.
Thanks for reading. Hope this helps.
Reach out with thoughts, questions, or writing opportunities. http://millermcmillan.com