Copywriting Hazards, And What To Do About Them

Copywriting is a very important part of marketing and advertising. It is especially important when you have Web site. Good content is very important, and it is vital that your copy is relevant and useful.

There are many traps you need to guard against when attempting to write effective copy. To steer clear of irrelevant, fluffy and boring copy, here are some things to avoid.

Tangents

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.

Say it once

Say what? This is a definite copywriting no-no. Make sure you're not saying the same things over and over, to get your message across, as some writers tend to do. It makes your copy redundant. It makes it boring and irks your reader with its harping on the same issue. So remember to say it once, and say it well.

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.

Ornamentation

Try and stay away from an ornate style of writing. Using unusual words and complex language construction may sound impressive, even creative; but in actual fact, they do little to get your message across more effectively or to add any zing to the flow of your article. Write simply but effectively.

Excessive Modifiers

Modifiers are words that add to a noun or a verb. These are adjectives (like the words beautiful, red, excellent) and adverbs (words like very, and words ending in "ly" like rapidly). While some modifiers are necessary, and can even be useful, their excessive use can be distracting. Instead of saying "I work very efficiently" say "I work efficiently." The "very" slows the pace. Rather telling the reader that your work is exceptionally beautiful, choose one of those adjectives. Your work is exceptional or your work is beautiful.

The 'be' Words Hazard

Employ active language as far as possible, to get your message across. Use of forms of the verb "to be" such as was, is, are, etc tends to slow down the flow of the prose. Solid verbs generate a certain vibrancy in language and this holds the interest of the reader. To say "Our business is a leader in innovation" seems to lack the forward motion there is in saying "Our business leads the field of innovation". Of course sometimes you can't get away from using "be" verbs but endeavor where possible, to use as many active words as possible.

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About the author: Vlad Ehrsam writes exclusively for Full Info on Business, there's a wealth of knowledge on the website, plus while you're there sign up for the free newsletter.
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