If I had to put my thumb on just one lacking aspect of copy on the web, I would pick clarity. Every word written must be interpreted by the reader, and clarity is lost through interpretation. I believe that every writer should strive towards clarity in their work, because without clarity your words are just pixels on a screen.
Beware non-descriptive titles
The title of your copy is the foundation to the entire piece of writing. Try to steer away from titles that sacrifice semantics for humor. Many people will not even read copy with headlines that they don’t understand. This is a shame, because while your post may be titled “Dancing with Monkeys” your copy may be about something they would otherwise be passionate about — like inter-office relationships.
Keep the word-count down
Copy on the web is rarely read its entirety, so you must be cautious to limit your words. The less words you write, the less words readers will skip — resulting in increased comprehension of your intended thoughts. Be careful to limit your superfluous banter to a minimum, and delete sentences that are non essential. Every non-essential word you add is one more word that contributes towards confusion.
Tighten up those paragraphs
Nothing hurts comprehension more than a page full of solid text. Break up your copy into smaller paragraphs with descriptive headlines. If possible, use bulleted lists to convey your point rather than lengthy descriptions.
If you absolutely require long blocks of text, try and keep them towards the beginning and the end of your copy. Readers naturally gravitate towards these areas and are more patient with longer blocks of information here.
Have someone proof-read your writing
If you’re still questioning the clarity of your copy, there’s one simple solution: have someone else read it. Take note where they stop and ask “what does this mean?” and push them to tell you what doesn’t make sense. In the end, it’s always easier to have a friend’s opinion than to guess what your readers might think.
Everything should be made as simple as possible, but not simpler…
Albert Einstein got it.Seth Godin gets it.
A VC gets it.
And good copywriting professionals (should) get it too.
Scoble says it’s time to rethink everything.
Everything? Some of us (okay, maybe only me) haven’t caught up with half of ‘…
Kyle, I just discovered this site and I really like it. Your writing is a joy to read and the articles contain valuable quality as well. Thanks, and please continue
Matthijs: Thank you very much
Glad you enjoyed it, I’m going to try and bump up the quantitity of articles in the near future.
For the first time in years that I’ve actually printed something off the net.
Web professionals seem to forget the basic idea that simple clean language makes communication possible.
Less is more (more or less).
Thank you for Kyle.
Speaking of clarity… never thought I would learn anything useful from Ann Coulter but turns out I was wrong.
Ann Coulter’s copywriting secret makes writing copy ten times easier
Along the same train of thought as Ann Coulter, you may want to check out Peggy Noonan’s material. She usually writes for the WSJ.
And even though you accomplish clarity, some people still will not understand. You have to repeat and repeat, in variations on your topic.
James D Brausch has said the same thing over and over in lots of different ways. Why won’t people “get it”??
have you watched the new Paris Hilton sex tape yet…
Paris Hilton in the bath! Paris Hilton sex tape video…
Watch naked Paris Hilton sex tape video clips hottie…
Recently leaked footage of the new Paris Hilton sex tape…
hair removal processes…
hair removal information…
Laser Body Waxing…
Information on Body Waxing…
Portlavacasportsrealm1818$anchor$basketball Betting,final Four,final Four Betting,final Four Gambling,final Four Sports Book,final Four Sportsbook,march Madness,march Madness Betting,march Madness Gambling,march Madness Sports Book,march Madness Spor…
Portlavacasportsrealm1818$anchor$basketball Betting,final Four,final Four Betting,final Four Gambling,final Four Sports Book,final Four Sportsbook,march Madness,march Madness Betting,march Madness Gambling,march Madness Sports Book,march Madness Sports…
online money casino gambling online gambling vegas casino