Don'ts of Copywriting

Copywriting is a very important part of marketing and advertising. It is especially important when you have Web site. Good content is very important, and it is vital that your copy is relevant and useful.

There are many traps you need to guard against when attempting to write effective copy. To steer clear of irrelevant, fluffy and boring copy, here are some things to avoid.

Tangents

More is not better in the case. Its best to keep at the issue at hand, avoiding irrelevant content or extra detail works well. To get the results you want, you need to write focused copy. Good copywriting involves focusing on a primary issue, backed by smaller, but relevant supportive points. And if you keep to the point in each paragraph, making it racy, you'll keep your targets. Or they'll be gone with a click, to a more interesting site.

The Say it Again and Again Hazard

Say what? This is a definite copywriting no-no. Make sure you're not saying the same things over and over, to get your message across, as some writers tend to do. It makes your copy redundant. It makes it boring and irks your reader with its harping on the same issue. So remember to say it once, and say it well.

Keep it simple

Using words that require your reader to constantly whip out a dictionary will not score you points with your reader. Use simple, but effective words to put your message across. Long winded sentences and complex vocabulary will only perplex your reader and he or she may decide to move on.

Don't get flowery

This is a device that is often used to showcase cleverness or a deft use of the language. The phrases or words sound nice, and they may even be creative, but they do nothing to advance the point or contribute to the pace and flow of the piece. Avoid ornamentation and your writing will be much more to the point and, therefore, effective.

Excessive Modifiers

Adjectives (such as beautiful, red, excellent) and adverbs (such as very, and words ending in "ly" like rapidly) are called modifiers and are added to a noun or a verb. Using modifiers can sometimes be very effective but when used excessively, they can befuddle the reader. "I work efficiently" is better than saying "I work very efficiently". The word "very" slackens the pace of the article. "Your work is exceptionally beautiful" is one adjective too many. Either say "your work is exceptional" or "your work is beautiful".

The 'be' Words Hazard

Employ active language as far as possible, to get your message across. Use of forms of the verb "to be" such as was, is, are, etc tends to slow down the flow of the prose. Solid verbs generate a certain vibrancy in language and this holds the interest of the reader. To say "Our business is a leader in innovation" seems to lack the forward motion there is in saying "Our business leads the field of innovation". Of course sometimes you can't get away from using "be" verbs but endeavor where possible, to use as many active words as possible.

Article Source: http://www.wealthmountains.com/articles

About the Author
About the author: Vlad Ehrsam is the chief writer at Full Info on Business, it's one of the webs most up to date Business sites, their free newsletter is well worth signing up for too.
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