February 5th, 2019
There are three key ingredients that work together to create copy that connects (and converts). While all of them are important, there is one that trumps the rest, making it my #1 copy ‘rule’ – and top priority when I create copy for my clients.
That oh-so-important thing is CLARITY. (To discover the other two, click here to download my full ‘secret recipe’ – no email address required!)
No matter who you are or what kind of business you have, it’s essential that your words be clear. Here’s an overview of WHY – and how to achieve it.
Why Clarity Matters So Much
While it’s tempting to be clever or cute as a way to stand out, you should never do it at the expense of clarity. Why? Because confusing someone is the fastest way to lose them. And if you lose a dream customer because they’re confused, none of the rest of it matters.
In addition, people have an incredibly short attention span for reading these days – especially online. If your dream customer can’t figure out what you do and for whom within seconds of landing on your site, you can kiss them goodbye.
Some Tips for Writing Clearly
“Write clearly” sounds like a simple thing to do. But, when you’re super close to the topic you’re writing about – like we are with our businesses – it can be hard.
There are two main things you can do to ensure clarity:
- Include the basics, right up front. Often we assume our reader knows or understands more (about our business or the industry) than we think they do. So the first thing you need to do is provide key info right up front – usually this includes WHAT you do and for WHOM at a bare minimum. If you’re a storefront or serve a specific area, location will also be an important detail. These are the details that help your customer self-quality (figure out they’re in the right place) and make them want to continue reading.
- Don’t make your reader wade through unnecessary detail. When writing for your business, you want to shift the focus from what YOU want to say, to what your customer needs/wants to know. This is a subtle but poweful shift that often leads to a-ha moments among my students. What your customer wants/needs to know is, almost always, less than what you want to say. It can be tough to trim away words, sentences and paragraphs that feel near and dear to you – but it’s often one of the best things you can do for your customer (and, in the long-run, your business).
If you’re not sure you’ve hit the mark when it comes to clarity, have someone who doesn’t know your business/topic very well give your copy a read as a pulse check.
More tips on how to write clearly – as well as the other two critical ‘ingredients’ for copy that connects and converts, are waiting for you inside my free guide. Click here to download it – no email required!