In this article, I will tell you 10 precious tips for writing convincing texts, so let’s start. If you need a clear and persuasive text for your company or marketing campaign, my advice is to contact a professional writer.
It is not always possible, so it may be up to you to write those texts. To help you, I have written 10 precious tips from “The Copywriter’s Handbook. A step-by-step guide and tips for writing Convincing texts that sells” by Robert W. Bly, one of the most influential international copywriters.
1 – Put the reader first.
Think about who will read your text and ask yourself: Will the reader understand what I wrote? The particular terminology I used? Does my writing say something important, new or useful for my reader? If I were the reader, would this text persuade me to buy the product or contact the company? This is one of the fundamentals.
An excellent way to facilitate your writing process is to put in front of you a representative photo of your reader and write to the person in front of you.
2 – Organize your (sales) arguments carefully.
When you write a text, you need to organise the points you want to deal with. The organisation of these points depends on their relative importance, the amount of information you want to give the reader and the type of text you are writing (business letter, documents from a web page or brochure, etc.).
Here is a possible structure of a sales letter:
- Start with a title that makes a promise (strong and concrete);
- Shows how the promise is fulfilled;
- Provide proof that the product (or service) is everything you have written about it;
- Explain to the reader how to get the product and explains why the cost of the product is insignificant compared to its value;
- Before you start writing, write down your arguments. Organise them logically, clearly and persuasively, and present them in that order when you write your text.
3 – Organize the text into short sections.
Splitting the text into shorter sections makes it easier to read. If the content of your text can be organised into points or themes, you can dedicate a short part to each point.
Use subtitles to separate the main sections. See if you can break long paragraphs into shorter ones, leaving space between items.
4 – Use short sentences and periods.
Short sentences and periods are easier to read. All writing professionals – journalists, copywriters, novelists, screenwriters – learn to write short and snappy sentences. The legibility of a sentence varies according to the number of words that compose it. Sixteen is probably the ideal number of words for a period. If you need to revise your English text before publishing it, there are many online spelling checker, to use for free and remove all the small errors.
Long periods tire and confuse readers. When a reader arrives at the end of an extended period, the same thing happens as when they read us a too long menu in a restaurant: we don’t remember what was there at the beginning.
5 – Use simple words.
Simple words communicate more effectively than “important” words. People often use complex words to impress others, but rarely succeed. More often than not, the words they are looking for annoy and distract the reader from what the writer is trying to say.
Remember: You are trying to communicate with people, not to impress them or to feed your ego. Avoid sophisticated words and elaborate sentences.
Luisa Carrara in her book “The profession of writing” gives some enlightening examples: we never use to subscribe instead of a sign, turn out instead of being, enhance instead of improving, the present instead of this.
6 – Avoid technical jargon.
Do not use jargon when writing to an audience that does not speak the language of your industry. Jargon is useful for communicating within a small group of experts, but used with people who don’t share it, it causes confusion and obscures sales messages.
7 – Be concise.
A good text is concise. Unnecessary words waste the reader’s time, dilute the sales message and take up space that could be better used.
Revision and rewriting are the keys to producing a concise and practical text. When you write your first draft, the words flow and you can’t help but dilute or be dispersive. In the rewriting phase, unnecessary words should be deleted to make the writing shine with vigour and clarity.
Avoid redundancies, predictable or protracted sentences, passive verbal forms, unnecessary adjectives and other bad stylistic habits that take up space, but add little or nothing to meaning or clarity.
8 – Be specific.
A text persuades us by providing specific information about the product or service presented. The more facts you include in your document, the better. When you don’t bother to go into specifics, you produce vague, weak and meaningless texts.
Words may sound good, but they don’t say anything. In this way, a promotional text does not sell because it does not inform. So remember to select the most essential facts and describe them clearly, concisely and directly.
9 – Go straight to the point.
If you feel the need to “warm-up” while you put your thoughts on paper, go ahead. But remove these “warming-ups” from your final draft. The final text should sell from the first to the last word. If you don’t aim for this, instead of attracting and engaging the reader with your text, you’ll end up boring him with irrelevant and useless words.
10 – Write in a friendly and conversational style.
People love to read clear, simple, easy-to-understand writing. And the simplest and clearest style is to write the way you talk.
Light and relaxed style is much easier to read than the formal and rigid prose of business, science and academia. When you write with simplicity, you become friends with your reader. When you write pompously, you get boring.
As you review your writing, ask yourself if you would say something like that by talking, or imagine talking to the person instead of writing. So now I hope these 10 Tips for Writing Clear and Convincing Texts will be helpful for you.