Bad writing is the worst. Sad part is it is identifiable from the first few sentences – either consciously or subconsciously.
This type of writing has a characteristic : it is full of “noise”; it contains complicated words, phrases and concepts, and grammatical nonsense such as useless adjectives and adverbs.
Sloppy writing clutters the messages, and dilutes the simplicity of messages that humans crave. A few clicks online and bad writing is everywhere, especially on many businesses’ core marketing tool – a website.
To make things worse, it takes a deep reading to simply understand what services or products that company is marketing.
This lack of clarity results from bad copy-writing, which has become a leading menace in the world of online marketing alongside thin content. All copy-writing should deliver marketing messages in the clearest and quickest ways.
Here are some writing rules that I’ve discovered over my experience of writing, editing and managing content teams for both online and print publications :
1. Simplicity & Clarity: 2 Core Pillars of Good Writing
Henry met Mary. The dog walked across the street. My head hurts.
That’s simple language, and simplicity reigns in the world of copy writing – especially when introducing a product or service to a new audience.
Leonardo da Vinci said it perfectly: “Simplicity is the ultimate sophistication.”
Imagine a small gift shop looking to raise their digital presence. They heard of SEO, but after some online searching, they arrive at a company’s website and the content immediately gets into to the specifics of SEO – such as robots.txt or site hierarchy.
Goodbye, prospect!
Getting granular in a blog or deeper pages is imperative. But when a prospect is first introduced, simplicity and clarity must reign over anything else.
Most prospects looking for a service – especially those in B2B – are searching because they don’t have the time or focus to create whatever service you’re offering.
Clear and simple writing will convey a message much faster and will result in quicker sales.
2. Develop and Use a Framework
You know to keep it clear and simple. But sometimes the writing doesn’t flow and is cluttered.
The solution?
Create a framework of main ideas, and just fill them back.
While deciding on what to write, I first mind-map a framework by imagining myself as a reader. I’d then create a list of bullet points that I’d see as a problem. I’d follow up by proposing multiple solutions to those problems.
This worked, but took time.
One fine day, I discovered Donald Miller’s “Building a StoryBrand“ and one small section around creating a “one-liner” has helped me create a framework for writing content that simplifies the message and provides pure clarity from the outset.
The framework lays out a road-map of four components:
- The Character.
- The Problem.
- The Plan.
- The Success.
For each piece of writing, you supply answers to these components, and create a one-liner (which doesn’t exactly have to be one line).
An example from a motorcycle safety course would be:
- The Character: Motorcyclists passionate about freedom of riding, but afraid of crashing.
- The Problem: Can’t overcome mental fear.
- The Plan: Remove fear through teaching underlying principles of motorcycle safety, both psychological and physical.
- The Success: Renewed passion for riding and calmness in life.
The one-liner above would read:
“We help those passionate about motorcycles overcome the mental fear of motorcycling through teaching proven principles – both psychological and physical – that create a safer and more confident rider, and renews a passion for riding. This all leads to less anxiety and more relaxation in life, allowing all that time to focus on other important things, like family and work.”
This explained me well on how to create a framework for any type of written content, from product copy to service pages to FAQs to daily blogging.
3. Edit – then Edit Again, and Again, and Again if Necessary
After editing and writing, I still find myself cutting loads of “noise” from final drafts.
Search for useless words, and any ideas that don’t simply explain the marketing message.
During the editing process, read out loud; you’ll find useless material, and that too quickly.
I find my “final” draft is typically two or three drafts away once I walk away and let my mind connect the dots.
Concluding Thoughts
Regardless of how dry the subject matter, a great writer can make it not only readable, but entertaining.
Clear and simple writing delivers a message much quicker. And if that message has to do with marketing your products or services, quicker message delivery equates to quicker sales – something every business craves.
