We all learned how to write in school, but in advertising, there are some simple techniques that experienced writers use to convey messages with greater impact and brevity. Without being too tutorial, you’ll find these 9 tips quite handy when writing your next sales letter, brochure or web page.
Avoid the wimpy verbs—is and be.
Place the longest item at the end of a series.
Specifics are more convincing.
Modify thy neighbor.
Use single verbs to avoid doublespeak.
Vary sentence length.
Are your sentences like the Energizer Bunny?
Go short and sweet.
Don’t overstate the obvious.
So the next time you’re struggling with that sales letter, mailer or web page, follow these simple rules. They’ll help you communicate your message more clearly and with greater selling power. Remember, there are 26 letters in the English alphabet. Use them wisely.
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