If you are writing copy, whether for advertisements or for in-house memos, effective copy gets right to the point and relies on straightforward language. Too much text confuses readers with visual and audio clutter. Each word and sentence should exist for a specific end.
Write succinct, action-oriented copy that speaks to your target audience or reader. Here’s how:
- Remove extraneous words. Words like really and very don’t enhance a message.
- Avoid 25 cent words. Big words slow your audience down, and in most cases a more simple and straightforward word is as, if not more, effective.
- Leave buzz words at the door. While jargon and buzz words work in some cases, as with big words, these terms may distract from your message instead of enhancing it.
- Go, go, go! Cut, cut, cut! Don’t say in 20 words what can be said in five. Write for your readers/audience, and make your point as quickly as possible.